Multimodal Discourses Analysis And The Interpretation Of TV Public Service Advertisement—Based On Organ-donation Theme

In this paper,the author focuses on the three modes of case advertisements,the language modal,the visual modal,the auditory modal,and the relationship between the modals.Then the author analyses the acceptance of student audiences to the cases,using the method of focus group.First,in the framework of multimodal discourse analysis,the Appraisal System has been applied in the interpretation of the mode of language modal.Second,The Visual Grammar theory advanced by Kress & Van Leeuwen has been applied in analyzing the interpretation of the visual modal’s significance.Thirdly,the relationship between the modals has been also analyzed.In this study,the author also researched the reaction of the audiences.The study found that the language strategy,the acceptance of negative emotional language and the "slogan" language is low,compared to other objective language modal.In the strategy of audio-visual modal,the using of high-profile,warm,positive images and the appropriate background music is better than the redundant or illogical advertising ads,and the ad is popular when the relationship between the modals is complementary.The study also found that if we want to change the audience’s willingness to donate,organ donation advertising is only part of a number of promotional measures,but also need for school education,donation agency,the media and the public platform.In view of this,this study also puts forward the countermeasures to the creation of organ donation advertisements and other measures.