Multimodal Analysis of Perfume Media Advertising fromthe Cognitive Perspective认知视角下香水视频广告的多模态话语分析摘要：随着信息时代的发展，信息的传播方式已经不仅仅局限于图片和文字的简单组合，更是融合了声音、颜色等元素以更加生动的方式向大众传递信息。英国当代语言学家Halliday 的社会符号观认为语言是一种社会符号用来传递信息。语言学家 Kress 认为语篇是社会语境中所存在的所有符号系统的总和，不仅包括语言，还包括文字、图像、颜色等视觉符号，和音乐、音响等听觉符号系统。基于 Halliday 的系统功能语法的三大元功能，Kress 和 van Leeuwen 构建了视觉语法的理论框架，提出了视觉符号表达的三大功能：再现意义、互动意义和构图意义。香水作为一款可以提升身份的消费品也越来越受欢迎，香水的广告也呈现出多模态趋势，本文以 Kress 和 van Leeuwen 的视觉语法为理论框架，以一支香奈儿可可小姐香水视频广告为语料，探讨香水视频广告中图像和声音模态各自是如何建构意义的，并从认知视角的概念隐喻探讨这两个模态是如何配合来建构完整的意义。关键词: 多模态；话语分析；视觉语法；概念隐喻；视频广告Abstract:With the development of infomation, the expressions to convey information have become more and more colorful, they are not the simple combination of language and images any more, but integrate the sound, color and any other elements in it. British linguist Kress holds that discourse includes all symble systems in social context, including not only language, but also visual symbles (words, images and colors, etc) and hearing symbles(music, audio, etc). Based on Halliday’s three systemic functional meta-functions, Kress and van Leeuwen proposed a theoretical framework of visual grammar, in which they also elaborate the three functions of visual modalities: represantational meaning, interactive meaning and compositional meaning. Depends on its unique charm, perfume has become more and more popular among customers, thus, perfume advertisements also have a tendency of multimo...
