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Public service advertisement translationfrom theperspective ofmulti-modal discourse analysisAbstractAt present,Thailands E-commerce marketin SoutheastAsia rankedsecon d,2020will growby22%.With thesupport of the Thaigovernment,the Digital Thailandprogram,which beganin2016,has broughta mammothnumb erof businessesand servicestocompanies fromdifferent industries,providing agrowth rateof around25%per centforcross-border market opportunities,w ellabove thegrowth rateof mosttraditional retailmarkets.By2020,cross-b orderbusiness E-commerce isexpected togrow to1trilliondollars.After years ofliving inChina,it hasbeen foundthat asChinas globalmanufacturingp ositioncontinues toimprove,the proportionof Thaimanufacturerspurchasing Chinesegoods andThais buyingChinese productshas increased.In thepast,Thai people to buygoods throughChina,but the various costs,Tathagata Chinaair tickets,hotel costs,etc.increased the cost of the enterprise.I believe that iftheThai people to fullyuseCross-border E-commerce,can helpenterprises reduce tradecosts.Therefore,it isnecessary to studyhow touse cross-border electronic commerceto promotethedevelopment ofSino-Thai trade,to solveso meproblems existingin the development ofCross-border E-commerce inChina-Thailand trade,such aspayment systems,transportation system,tax issues,pol iciesand lawsand regulations.From theconsumerpoint of view,it isnecess aryto analyzethe factorsaffecting Thaiconsumers touseAlibaba.com to buy products.Keywords:Cross-border e-commerce,China-Thailand trade;Alibaba Group;international tradenterpersonal relationship,this is a typicalprovide categoryof images,to the audience that the general public todisseminate theclear-cut positionand healthconcept,for theearly completionof awell-off societyto contribute.This andDaqing toconsolidatethethree citiesimprove thequality of the construetion directionconsistent/City ofrich people,as livingin the citys citizensar elooking forwardto awell-off life,sothis advocatesa healthysocial fashionads morepopular,arouse the public resonance,getthe recognitionof thepubli c,so that its owndiscourse social practice iseasy to achieve.
2.Social distance andattitudes.The relationship between theparticipant and the viewerdepends on the social distance of the image,which isusually relatedto theframe size oftheshot.Proximity:To seeonly theface orhead;Personal:Head andShoulders;personaldistance:above thewaist;Social proximity:The wholepers onand thesurrounding space;public distance:At least4-5people away.The attitudereflects the subjective and objectiveattitude of the participantsthrough theperspective”.The imagecan beslant angle,horizontal angle and verticala ngle,the latterincludes overlooking,head-up andlooking up.From theperspec tiveof socialdistance,the designerchooses theclose distanceto presentthei deawhich transmits,the audiencewill capturethe keyinformation in the firsttime,especially thered backgroundwhite title and theBig BigRed Bigbig drum thepower ofthe idea becomesthis advertisementto highlightthe focus,this closeinterpersonalinteraction givesthe personextremely strongaffinity,Will makethe audienceintention totastethe ideaof promotion,the feelingof beingconvinced,attitude through theperspective”to reflectthe subjectiveandobjectiveattitude of the participants.The choiceof the attitudesubsystem isreflected by the angle ofview,and the image istaken from thehorizontal angleof the positiveshot rather than from the angleof alienation,because the level perspectivereflects theequal relationship between the participants and the viewer,which makesthe audiencespsychology easierto accept.
3.Modality.Modality refers to thetruthfulness orcredibility ofour statements to theworld ofconcern,usually divided into threecategories ofhigh,me diumand low.Theembodiment of modality”is veryrich inimages,color saturation,color discrimination,color coordination,contextual meaningfrom nob ackgroundto extremelymeticulousbackground,reproduction meaningfromth e mostabstract to the maximumof detail,depth meaningfrom nodepth to t hemaximum degree of perspective,lightingA totalofeight visualmarkers fromthe greatestdegreeoflight andshadow to the absenceof lightsandshad owsand brightnessfromthemaximum numberof differentbrightness levelst oonlythe brightand thedark arethe embodimentof therealistic valuesoft he modalitysystemin the image.This multimodal public service advertisement is an imagewith ahighermodality value,which isoriented to the naturalsen sesand correspondsto the themeof informationdissemination.Image witha full redbackground,the lefttitleandtext iswhite,red drumon theright sideof the image,Red bigcharacter conceptof Powerislocated on the drum;T hered symbolizesauspicious,enthusiastic,passionate,fighting;Redand whitet wocolors witha coordinated,light andlight harmony,light andshade meticulous,foil eachother,strong performance,visual stimulationeffect.The whiteca ptionandtext in the imageare insharp contrastto thebright red,thethemeis prominent;the redbackgroundand thered drumare inspiring,which showsthat thetransformation ofdaqingreform is in fullswing andchanges rapidly,encouraging thecitizens to be energetic,bangand straighttoawell-off society,the positiveenergy of thepublicis
3.3The interpersonal meaning oftextAccording toHalliday1994,interpersonal meaningrefers to the function of peopleinlanguage forsocial activities,people uselanguage tocommunicate withothers,toestablish andmaintain interpersonalrelationships,to influenceothers*behavior withlanguage,to express their subjectivejudgment orevaluat ionof things,to testor changetheviews ofothers andso on.In theprocess ofspeech,the speakerhimself willplay aspecificrole inspeech,but also assi gnedto thesubject ofa certainrole.Within theframework ofinterpersonalm eaning,interpersonal functionis mainlyembodied bymodal systemandmodal system.Communicative rolesand exchangedthings composethe mainspeech functions:providing,ordering,stating andquestioning.From thegrammatical structure,thestatement,the questioningand theorder arerespectively realizedb ythe statement,theinterrogative tone and theimperative mood.The interperso nalmeaning of thissection ofpublic service advertisementis embodiedby13components,all of them areomitted thesubjectsstatement tone,thesubjectal1refers toall citizens,its languagesocial practicefunctionis provides
11.The choiceof lexicalgrammatical structuresystem ismainlyembodied bynoun phrases such as power of idea,verb phrase such asbeing Honestpersonnand prepositionalphrasesuch as refuelingfor Motherland,among whichthereare nolack ofhigh modalwords mostand comprehensiveonthemodificatio nof verbphrasesand nounphrases.It isnoteworthy that the drumin thered charactersconcept ofpowerto behighlighted,particularly eye-catching,so that thepublic fromtheunintentional attention to attention,aroused suspense,an dthen watchthe title,read the，Ten ideas”touching deepthinking,successfull ybuilt between the participantsand theaudiencebuilding communication and interactive platform.The aimis todaqing peopletenideas to the generalpub lie,so thatit rootedin everydaqing peopleshearts,for theDaqingpeople tocreate astronger materialand spiritualcivilization toprovide apowerfulimpet us.ConclusionFrom theperspective ofsociety,discourse isa formof social practice anda symboliccomponentof socialpractice chouliarakifairclough,
1999.This discourse analysis putsthe discourse into the socialenvironment,studies thee mergenceof discourseand theroleof socialpractice.In thiscontext,thedisco urse notonly reflectssocial reality,but alsorefractssocial reality,and discourse notonly becomes the focus of socialpower struggle,but alsobecomesthepowerofsociety change.Social institutions,political partiesand themediacanall usediscourse toparticipate insocial changewritten,Tian Hairong,
2006.Based onthis,this paperanalyzes themulti modal public serviceadvertising ThePower of，Concept”it ispointed out that thesystem selectionfrom imagetotext tocolor modeis notonlya reflectionof thepractice ofnmodernizati onand internationalizationHof daqingconstruction,but alsoa partof it,and itisconsidered that the advertisementis in the formof threesymbols ofimage,text andcolorto mutual care,mutual enhancement,Synergy to construct thei nteractionbetweenthe audienceand tocreate acohesive forceto conveyits profound socialtheme,andultimately realizeits guidancetothe generalpublicand thefunction ofpersuasion.Webelieve thatunder the influence ofhealth concept,the communityis willingto practicetheten ideas”,pooling strength,tobuild acivilized well-off society.Reference口]白玲，梁博男.多模态环境下的笔译课堂教学模式探究现代交际，[J].201624177-
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2001.The public service advertisementusually choosestheimage,the text,th ecolor andso onmany kindsof socialsymbol resourcescooperate tobuildthediscourse meaning,it isa multimode discourse withrich connotationand uniqueoriginality,emphasizing aestheticfeeling andcreative expression,attaching importancetothe harmonyof layoutand composition,emphasizing thebalance andshock ofvision,so astoreach thepurpose ofdisseminating informationandeducating thepublic.According totheonline questionnairesurvey shows:T hemajority of peoples favoriteads,publicservice adstopped thelist,that publicserviceads have the benefitofthepeople accountedfor97%,indicating thatitsaudience widely,to itssocialpracticeresearch has a certainpracticalsi gnificance.In view ofthemain functionof public serviceadvertisementis toestablishthe interaction with the audience,this papermainly usesthe multimode discourseanalysistheory,taking a public serviceadvertisement publishedby daqingHcivilized netas the corpus,analyzes howthe differentsymbol modessuch asimage,text and color arecoordinated,mutualcare,strengthen eachoth ersoasto producea jointeffort tosuccessfullycomplete the construction oft heinteractionwith theaudience,that is,toguide andinfluence thepublics ideological andbehavioral habitsto activelyparticipate inthediscourse ofsocialpractice.Along withthedevelopmentand progressofmodernscienceandtechnolo gy,wehave livedin anera ofinformation anddigitalization,a singlelanguag emodel has notbeen ableto meetthe needsofpeople,language isnot theo nlyway toexpress meaning,image symbols,sounds,colors,composition and1ayout canbe expressedmeans,thecommon constructionof meaning.The multimodediscourseanalysis,which beganto risein the Westin thethe1990s,ha sattracted theinterest oflinguists and has becomea hottopic.Multi-modal discourseanalysisis basedon Hallidayssystemic functionallinguistics,and themultimodal communicativetheory ofkress van Leeuwen2001inforeign countries ismainly focusedon communicativesymbolic resourcesand theiruse,and theybelieve thatmultimode multimodalityisagreat featureof variousd iscoursesinmodern society,in thedigital age,these differentmodes playthe samerole inthelevelofmeaning reproductionKress vanLeeuwen,2001:
2.Professor ZhangDelu inChina haspublished acomprehensive theoreticalfra meworkofmultimodal discourseanalysis.Professor ZhangDelu pointedoutthat multimodaldiscourserefers tothe useof auditory,visual,tactile and other senses,through language,image,voice,movement andother meansof communicationandsymbolic resources.Butthe multimodal discourseanalysishas notr eceivedenough attention,it isonly inthe studyofmodern linguisticsthat some linguistspay attentionto multimodeand beginto studyitfrom thepoint ofviewofnonverbal featuresand accompanyinglinguistic features,butthey areo nlystudied as a kindof auxiliaryexpression system of language,but not as amodalof meaningexpression.With theadvent ofmultimedia discourse,it wasnot untilrecentyears thatpeople graduallyrealized itsimportance andstudied itas anindependentacademic field.Professor ZhangDelu2009:25throughthe study,it concludesthatmultimodal discourseanalysis consistsof5levels o f systems,which are:1Culturalaspects,including ideologyasthemain existential formof cultureand thegenre ofchoicepotential asdiscourse mode.2context,including thecontext configurationcomposed ofdiscoursescope,discoursetoneanddiscourse mode.3The meaning level,including thediscoursemeaning,the conceptualmeaning,the interpersonalmeaningandthe textualmeaning,which arecomposed ofseveral parts.4The formlevel,realizes them eaningthedifferent formsystem.5The medialevel isthe materialform thatdiscourse ultimatelymanifestsinthematerial world,including bothlinguistic andnonverbal categories.2Literature Review
2.1publicserviceadvertisingPublic serviceadvertising isdesigned toinform thepublic onissues thata refrequentlyconsidered tobe inthegeneralbest interestsofthecommunity at large.Typically,it reflectsa politicalviewpoint,philosophical theory,religious conceptorhumanitarian notion.It isalso commonlyreferred toasapublicservice announcementPSAor acommunity serviceannouncement CSA.The adsare usuallybroadcast onradioor television,but may also appearin newspapers ormagazines.They are prevalent inindustrializedcountries throughouttheworld.PSAs arecommonly aimedat alteringpublic attitudesby raisingconscious nessaboutparticular issues.Health,conservation andsafety themesareprevalent inmany PSAs.Thepublic serviceadvertising campaignsare oftensponsore dby tradeassociations,civicorganizations,non-profit institutionsor religiousg roups.The U.S.military,in addition topaid advertising,regularly producesPS Asas partof theirrecruitment efforts.Some PSAads usecelebrity spokespersonsto garnerattention.Others attempt toappealtothemasses throughportraying risksand issuesrelevant toord inarymen,womenand children.A commonmisconception aboutPSA workis thatit includespoliticalcampaign ads,which areactually privatelyfunded.
2.21nterpretation theoryTheProgram in Interpretation Theoryprovides SwarthmoreCollege students andfacultywith aninterdisciplinary forumfor exploringthe natureand politics ofrepresentation.Reaching widelyacross thedisciplines,work doneinthe minor reflectsalong-standing driveto cultivateself-consciousness inthe useofa significantrange ofinterpretivemethods.Students usethis courseof studytodevelop aflexible,comparative,critical,historicized graspof theoriesofthe productionof meaningin andthrough culturallife.They alsosharpen theirskills incritical readingand intellectualanalysis.All academicdisciplines,from anthropologyto zoology,involve interpretation.Whatdistinguishes InterpretationTheory fromother departmentsand programs atSwarthmoreis thatinterpretation itselfconstitutes thefocusofstudy.Th us,in orderfor acourse tobeincluded inthe InterpretationTheory minor,it mustself-consciously andexplicitlyincorporate thestudy of hermeneutics andmethod inaddition towhatever othersubjectmatter maybe explored.Therefor e,ratherthantreating theoryas secondary,theInterpretation Theoryprogram stresses itscentrality.In additionto emphasizingthe importanceofhermeneuticsand relatedque stionsofmethod andrepresentation,the PrograminInterpretationTheory isdi stinguishedby itsinterdisciplinarycharacter.Courses fortheminorare drawnf roma remarkablerange ofsubjectareas,including Anthropology,Art History,Classics,English Literature,Film andMediaStudies,French,History,Linguisti cs,Literature,Peace andConflict Studies,Philosophy,Political Science,Religio n,Russian,Spanish,and Sociology.
2.22multimodal discourseKressvanLeeuwen1996indicates thatmultimode canbe definedas al1channelsand mediumsinvolved incommunication,besides thetraditional language symbols,it alsoincludesthe symbolsystemofimage,color,music andtechnology.Multi-modal discourseanalysisis basedon Hallidaystheory ofsyst emicfunctional linguistics.According tothetheory ofsystemicfunctionallingu istics,language hasthree kindsof metafunctions,i.e.conceptual function,inte rpersonalfunction andtextual function.The conceptfunctionrefers tothe language canexpressthespeakers personalexperience andinner activity,interpersonalfunction referstotheestablishment andmaintenance ofsocial relations,discourse functionreferstothe firsttwo functionsto forma textfunction.As faras multimodediscourseis concerned,other language symbols alsohavethea bovethree functions.Systemic functionallinguistics holdsthat languageisaso cialsymbol andmeaningpotential,other thanlanguagesymbols,suchasimage s,sounds,colors,space andso arealsothe sourceofmeaning.Through theanalysis ofthe researchresults inrecent tenyears,we canfi ndthat themultimodaldiscourse researchhasmadegratifying achievementsin theoreticalexplorationand practicalapplication.However,asanew researchfie Id,multimodal discourseresearchhasnotbeen developedfor along time,and thereare stillsome deficiencies,which needmore comprehensivediscussion an din-depth study.
1.Based ontheoreticalresearch,empirical researchis relatively low.Through theanalysis,it isfound thatalthoughthe researchon multimode inChina isincreasing,however,it mainlyintroducesthe relevanttheories and methodsof foreigncountries,or analyzesthe relateddiscourse bythemulti modetheory,which ismore subjectiveand lacksthe scientificinvestigation andEvidence andquantitative analysisof multimodalgrammatical relations.
2.St atictextresearch ismuch more,dynamic researchis less.At present,many ofthe domesticbasedon themultimode theory,the statictwo-dimensional graphicrelationship analysis,such asfilm and televisionposters,comics,English poetry andso on,and dynamiccontext ofmultimodaldiscourseanalysisis less,su chas PPTresearch,foreign languageteaching inmultimodecontext,filmandtelevision worksresearch.This research needs tobestrengthened.
3.The relationshipbetween thevariousmodes remainstobestudied.ZhangDelu2009c onsidersthatthemodes ofmultimodaldiscourseinteract andaffect eachother,and itis difficultto definethe relationshipbetween themodes,and morescien tificresearchmethods areneeded tovalidate them.Five,the conclusionafter more than10years ofdomestic scholarsefforts,the currentmultimode discourse theoryin Chinasresearchhas entereda vigorousperiod ofdevelopment,andachieved gratifyingresults.Asa newsubject,the theoryresearchneedstobe innovatedandthepractical researchneeds tobequantified.We believethatthe futureof multimodediscourse researchdirection ismore and morebroad,theprospect ismoreandmore beautiful.3The socialpractice ofmulti-modalpublicserviceadvertisement
3.1Selection ofmulti-modalpublicadvertisement corpusLiShi2003considers multimodaldiscourse tomean inadditiontothe text,but alsowithimages,graphs,andothercompound words,or anymorethan onesymbol codetoachieve themeaning ofthetext.The authorthinks thatthemultimodal publicserviceadvertisement isthetextthat realizesmeaning byat leastthree kindsof symbolcoding,suchasimage,text andcolor,pays closeattentiontothe socialproblem thatpeoplegenerally careabout,has the social characteristic,intends tospread thesocial civilization,carry forwardthe moralsVogue.In asense,a city,a region,a countryspublic serviceadvertisinglevelcan reflectthe city,region,the NationalPeoples culturalmoral levela ndsocialatmosphere.As anoil resourcecity,Daqing undertakesthe pilottask ofthe resourcetransformationCity,and afteryears ofdevelopment,has becomeamodem comprehensiveeconomicstrong citywith manyindustries goingha ndin hand,the Cityof NaturalHundredlakes,thecityof GreenOil,the hometown ofNorthland HotSprings*1is sloganthewhole country,2012ranked17th in283prefecture-level citiesintheNational CityCivilizationIndex evaluation.By this,the authorchooses daqingCivilized Netpublishesapublicserv iceadvertisement thefollowing figureasthecorpus,elaboratedthis kindof discoursetotheUrban civilizationconstruction socialpractice functionin detai
1.The advertisementis2012bythe Daqing MunicipalParty committeepropag andaDepartment,the CitySocial ScienceUnion andtheDaqingnews mediaGroup lasted
2.5months tohold togetherandhasthe entirecitizen participationthemost influentialHtheDaqing personten ideasnthe appraisalactivity portrayal;The meaningpotential oftheadvertisement isreflected intheimage,Tex tandcolorthree symbolicmodal systemsarechosen simultaneouslytoconstruct discoursemeaning.The authormainly usestheinteractive meaningof ChrisandLeven1996andtheinterpersonalmeaningof Halliday1994to analyzethesocialpractice functionoftheadvertising discourse.
3.2The interactivemeaningofimageChris andLeven1996believethatinteraction isabout therelationshipbetween thecreatoroftheimage,the objectrepresented bytheimageincludin gthe personand thevieweroftheimage,andtheattitude ofthe viewertothe representationoftheobject.Theinteraction meaningis composedof fourel ements,they arecontact,socialdistance,attitude andmodality,these fourelem entsare self-contained,each choiceinthesystemwill ultimatelyaffect theinte Factionbetweentheimage andthe viewer.Now theauthoruses thenInteractiv emeaning theoryoftheimage toexplain howthe symbolselection ineachs ystemofthepublicserviceadvertisement realizestheconstructionoftheintera ctionmeaningwiththeaudience.
1.Contact.Contact refersto animaginary contactbetweentheparticipan tsof theimageandthe viewers vision.When theparticipantsgaze pointstothe viewer,suchimages arecalled demanding“images,indicating themeaningoftheparticipantsrequests totheviewer.When theparticipant isnotalivi ngperson orobject,or whentheparticipants gazedoes notpoint totheviewer,theimageis calledoffering andconveys，themeaningoftheinformation provided.In termsof contactgraphics andtext didnotappear eyecontact,participants forinanimate objects,not andtheaudienceto buildanimaginary i。
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