摘要
本文首先将国内外关于多模态话语分析的文献进行了回顾和分类整理，然后以克瑞斯和勒文所构建的多模态话语分析框架作为该研究的理论基础，并借助广告中的AIDMA法则对多幅logo进行分析，藉此说明视觉语法和广告中的AIDMA法则在多模态logo分析上的应用。最后按此框架对一幅Google的主题Logo进行完整的多模态话语分析，并证明了克瑞斯和勒文的这套理论在实际应用中的意义。全篇从语言学的角度对Google主题Logo展开多模态话语分析，对提高人们认识多模态话语的意义具有积极地作用。
关键词：多模态话语；再现意义；互动意义；语篇意义；Google主题图标
ABSTRACT
This paper first review and analyze the literature of multimodal discourse home and abroad. Then, taking the analytical framework of Kress & Leeuwen as the mainly academic basis of our study and borrowing the AIDMA law from advertisement, it analyzes some logos. Through which it elaborates how visual grammar applies to multimodal logo. Finally, it makes a multimodal discourse analysis on one of the selected topic logos from Google in order to prove its practical use of this set of framework of Kress & Leeuwen. This research is to study logos of Google from linguistic angle. It has positive functions in helping people improve their awareness of the meaning of multimodal discourse.
Keywords：Multimodal Discourse; Representational Meaning; Interactional Meaning; Compositional Meaning; Topic logo of Google
Contents
1. Introduction 1
2. Theoretical Background of Multimodal Discourse 2
2.1 Literature Review 2
2.2 Theories of Systemic Functional Linguistics 2
2.3 Theories of Social Semiotics 3
2.4 Multimodal Discourse and Systemic Functional Semiotics 3
3. The Analytical Framework 5
3.1 Visual Grammar 5
3.1.1 Representational Meaning 6
3.1.2 Interactional Meaning 8
3.1.3 Compositional Meaning 11
3.1.4 Summary 12
3.2 AIDMA Law 12
3.2.1 Attention and Interest 13
3.2.2 Desire 13
3.2.3 Memory 13
3.2.4 Action 14
3.2.5 Summary 14
4. A Comprehensive Multimodal Discourse Analysis on a Specific Topic Logo of Google 15
4.1 The Logo’s Representational Meaning 16
4.2 The Logo’s Interactional Meaning 16
4.3 The Logo’s Compositional Meaning 17
4.4 Logo and Viewer (AIDMA) 18
5. Conclusion 19
Acknowledgements 20
References 21
