“北京之旅”旅游海报的多模态语篇分析

摘要

以韩礼德系统功能语法为基础，运用在此基础上形成的视觉语法这一多模态语篇分析理论，以“北京之旅”旅游海报为例，分析了海报语篇文字与图像两种模态间的互动与协作的工作机制，探究了旅游海报语篇的意义构建过程，从而证明了多模态理论在旅游语篇中的重要性和优越性。该研究对旅游宣传海报的制作和设计、城市形象的提升以及文化传播等具有重要的理论意义和现实意义。%Based on Halliday's systematic — functional grammar and by taking a public tourism poster Travelling in Beijing as an example , the author of this paper makes an analysis of the interaction of words and pictures in public tourism poster from multimodal perspective of visual grammar , explores the procedure of meaning constructing in tourism discourse and explains the superiority of multimodal theory in tourism discourse .This research will contribute to the designing and making of public tourism posters and city image ,which will promote culture spreading and thus will be of great significance theoretically and pragmatically .