Author(s)

Ma Qiyun ¹, Ma Qiwen ², Zhang Wei ¹

Affiliation(s)

¹ Beihua University, Jilin, China
² University of Nottingham, Nottingham, United Kingdom

Corresponding Author

Zhang Wei

ABSTRACT

The forms of discourse are gradually diversified with the progress of science and technology, and the forms in which people carry out information transmission are also multimodal. Public service announcements (PSAs) are one of the most common mediums for transmitting educational information in people's daily life, and they are presented through pictures, words, sounds and other multimodalities. The current multimodal discourse analysis of PSAs has been less studied under the multimodal synergy perspective, and the multimodal synergy theory proposed by Zhang Delu is of great significance in explaining how PSAs can appropriately play their educational nature. Under the guidance of visual grammar theory and Zhang Delu's multimodal synergy theory, this paper explores the construction of interactive meanings and inter-modal coordination in a CCTV PSA titled Cherish Food, Chinese Virtues, to reveal how this kind of advertisement can realise its educational purpose and stimulate the public’s power of action through the integration of multiple symbolic resources.

KEYWORDS

Multimodal Discourse Analysis, Multimodal Synergy Theory, Public Service Announcement (PSA), Visual Grammar

CITE THIS PAPER

Ma Qiyun, Ma Qiwen, Zhang Wei, An Analysis of Multimodal Discourse in Public Service Announcements from a Multimodal Synergy Perspective—Take Cherish Food, Chinese Virtues Public Service Announcement as an Example. Media and Communication Research (2024) Vol. 5: 72-79. DOI: http://dx.doi.org/10.23977/mediacr.2024.050211.

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