A Study On The Appraisal Resources In English Publicity Films Based On Multimodal Corpus

Publicity films are regarded as a necessary method to implement political publicity,public service publicity and commercial publicity.Compared with simple language mode media,publicity films satisfy people's needs better.From the perspective of linguistics,previous studies center on multimodal discourse analysis,probing into hidden meanings.The analysis of appraisal resources based on appraisal theory is usually ignored.According to the appraisal system proposed by Martin,this study based on self-build multimodal corpus strives to answer the following questions:(1)What are the characteristics of the distribution of the verbal appraisal resources employed to express appraisal meanings in English publicity films?(2)What are the characteristics of the distribution of the non-verbal appraisal resources employed to express appraisal meanings in English publicity films?(3)What are the appraisal meanings expressed by the interaction of the verbal and non-verbal appraisal resources in English publicity films?This study annotates verbal and non-verbal appraisal resources with UAM Corpus Tool and ELAN5.3-Linguistic Annotator.After a detailed analysis,the study reaches the following conclusions:(1)This study finds the distribution of verbal appraisal resources in TEXTS corpus presents an unbalanced situation.The first place is occupied by attitude resources,in which the number of appreciation resources is the majority.Theoccurrences of graduation resources take up the second place,in which force resources account for a large proportion,especially,the intensification resources.The number of engagement resources is the smallest,which are mainly realized by entertain and disclaim resources.(2)As for non-verbal resources,the distribution of non-verbal resources is also unbalanced.In attitude system,in terms of social distance,impersonal resources take up the largest proportion.As for perspective resources,the number of involvement resources is much larger than detachment resources,and the producers of publicity films broadly adopt eye-level angle to show equal relationship.In terms of eye-contact,offer resources are widely used.In engagement system,the number of oblique engagement resources and direct engagement resources is roughly same.In graduation system,the producers of publicity films tend to use sharpen resources.(3)The interaction of verbal and non-verbal appraisal resources makes the meaning expression better.It expresses appraisal meaning by the means of elaboration,extension,enhancement and idea projection.And by these interaction,publicity films convey the appraisal meanings of encouragement,stimulation.They also build good images of publicity contents and achieve emotional resonance.