Multimodal Discourse Analysis Of Print PSAs In The Visual Grammar

As a very important part of advertising,public service advertising has a huge and long-term effect on our society.Especially,in the Internet age,where images are flooded all over our daily life.How to maximize the value of public service advertising is a thing that’s worth pondering.Therefore,under the above background,this article uses a combination of content analysis and case analysis,taking the award-winning print public service advertising of the previous National Advertisement Art Design Competition for College Students as the research object.And this article explores the print public service advertising how to build and conduct representational meaning,interactive meaning and compositional meaning.It summarizes the structures and characters of print public service advertising by using content analysis.Then,explain a single print public service advertising how to express the visual grammar in detail by using content analysis.Therefore,this article selects a total of 821 print public service advertising from the eighth to the twelfth session of National Advertisement Art Design Competition for College Students as research sample for encoding.The research result shows that there are indeed much commonality and differences in the construction of representational meaning,interactive meaning,and compositional meaning of the print public service advertising from the eighth to the twelfth session of National Advertisement Art Design Competition for College Students.Specifically,the commonality and difference in the representational meaning mainly reflects in action process,reaction process,speech and psychological process,classification process,analysis process and symbolic process,and the commonality and difference in interactive meaning mainly reflects in gaze,social distance,horizontal perspective,vertical perspective,color saturation,background explanation and detail reproduction.The commonality and difference in composition meaning mainly reflects in image distribution,the position of the main elements,the viewfinder,the perspective,size and the clarity of the main elements.Next,based on the above research findings,the article would provide some personal and different insights for the future production of print images in similar competitions,such as National Ad Art Design Competition for College Students.It aims to improve the advertising producer’s ability to use images in the practice through research.Finally,the research results,research contributions,research deficiencies and research prospects of this article are discussed.