| With the rapid development of science and technology, information is being transmitted from the mono-modal text to the multimodal text such as image, sound, and color, which are regarded as non-verbal semiotic system. Thus the dominant role of language has changed its traditional status. Accordingly, discourse analysis only concerned with the field of language is not available. It is necessary to be integrated with various media and other modals, such as image, words and text. The so-called Multimodal Discourse Analysis emerges at the right moment, which grabs extensive attention at home and abroad.The thesis is under the framework of Kress and Van Leeuwen’s Visual Grammar in the light of their representational, interactive and compositional meanings to analyze the 30 overseas-study agency commercial advertisements. The study firstly shows that Visual Grammar is a powerful tool for the analysis of commercial advertisements. Secondly, the theoretical framework of the multimodal discourse analysis is applied to the analysis of overseas-study agency commercial advertisement which has the applicability and feasibility. The verbal and visual modes interact and influence with each other to form texts from the internal and external point of view. Thirdly, designers of overseas-study agency commercial advertisements use narrative process and conceptual process to realize representational meaning; close shot and high modality are adopted to achieve interactive meaning; pictures and important information are used to place in the salient position to create compositional meaning. Meanwhile, this study has a profound significance for overseas-study agency advertisements. To begin with, it is beneficial for the advertising designer to use all varieties of modalities scientifically in order to achieve the most perfect designs and produce the desired effects. Then, the viewers will discard the single mode to analyze different modes which are interactive and collaborative in a comprehensive way. |
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