The Construal of the Integrative Meaning of Multimodal Commercial Advertising Discourse

With the development of the digitalization and the application of the multimedia technology, communication between people is gradually multimodalized, which results in the fact that the research field of discourse analysis is extended from monolanguage to multimodal language encompassing picture, sound, color and video.This paper aims to study how the integrative meaning is construed in a multimodal advertisement based on the theoretical framework of the visual grammar, which is developed by Kress & van Leeuwen from Halliday's systemic functional linguistics.The analysis shows that the integrative meaning can be constructed from the multimodal perspective.It is also found that there exists interactive and complementary relationship between different modes in the written commercial advertising discourse.