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Multimodal Discourse Analysis of Public Service Posters on Low-Carbon Life
LIU Meng-yao, LI Ju-yuan (Corresponding author)
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DOI:10.17265/2159-5836/2024.10.003
School of Foreign Studies, Guangzhou University, Guangzhou, China
Low-carbon living represents both a new lifestyle and an environmental responsibility vital for sustainable development, positioning it as a central theme in environmental public service advertisements (PSAs). This research employs a multimodal discourse analysis approach to examining eight public service posters advocating low-carbon living from Xinhua News Agency, primarily utilizing the visual grammar framework established by Kress and Van Leeuwen. The study explores these posters through three key perspectives: representational meaning, interactive meaning, and compositional meaning. By analyzing the interplay between visual and linguistic modalities, this research contributes to the overall understanding of public service posters and supports the promotion of China’s low-carbon development initiatives.
multimodal discourse analysis, visual grammar framework, public service posters
Journal of Literature and Art Studies, October 2024, Vol. 14, No. 10, 847-853
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