A Study Of Appraisal Resources In Advertoriasls From The Perspective Of The Multimodality

In the era of digital economy,advertisement discourse presents a multimodal form.As one of the important ways for corporate publicity and business promotion of goods or services,contemporary advertorials have changed from a single text form to a multimodal form.Advertorials interact with readers through text modalities and image modalities,showing their positions and attitudes,thereby constructing evaluation meanings and further showing the function and image of the product.Advertorials contain a lot of appraisal resources and have important appraisal significance.The analysis of advertorials mostly focus on the perspective of communication,while the linguistic research on advertorials is easily overlooked.Multimodal discourse analysis method provides a new perspective and effective way for discourse analysis composed of multiple symbols.Taking advertorials of magazines as the research object,this paper explores the construction of evaluation meaning in advertorials through multimodal discourse analysis.The textual discourse and visual resources of 34 advertorials were selected from The New York Times to build a self-built corpus.From the perspective of appraisal theory and visual grammar,based on the following three research questions:(1)What are the characteristics of the distribution of verbal Attitude,Engagement,Graduation appraisal resources in English advertorials?(2)What are the characteristics of the distribution of visual Attitude,Engagement,Graduation appraisal resources in English advertorials?(3)What are the evaluative meanings expressed by the interaction of the verbal and visual Attitude,Engagement,Graduation appraisal resources in English Advertorials?Quantitative analysis is used to explore the distribution characteristics of verbal and visual appraisal resources,and qualitative analysis is used to study how the two appraisal resources realize the construction of evaluation meaning.Through UAM corpus annotation software and ELAN6.2 multimodal corpus annotation software,the appraisal resources of verbal and visual modalities are annotated and analyzed,and the following conclusions are drawn:The evaluation significance of advertorials comes not only from the language evaluation of the advertisement text,but also from the evaluation made by the audience through the advertisement images.The verbal appraisal resources and visual appraisal resources of advertorials complement and expand each other to realize the persuasion effect of the advertorials together;the appraisal theory and visual grammar can be integrated.It is used to analyze symbolic modalities in multimodal discourse,and the expression of appraisal meaning is optimized by linkage of different modalities.From a multimodal perspective,advertorials mainly express three appraisal meanings of promotional meaning,persuasive meaning and imagnary meaning.The research significance of this paper lies in broadening the application field of appraisal theory theoretically.Secondly,it provides a new theoretical perspective for multimodal discourse analysis.This paper attempts to integrate appraisal theory and visual grammar as a theoretical framework,and exemplifies the feasibility of appraisal theory to analyze visual resources.In practice,it greatly helps advertisement readers to deeply interpret the appraisal significance of different modes of advertorials,so as to better understand the essence of advertorials,and also helps the design practice of advertisement designers.