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为探讨多模态商品警示语的图、文等模态的符号意义对其整体意义建构的作用,本文从巴赫金的对话理论角度,对两类烟盒警示语做了个案分析。通过分析它们在再现“吸烟有害健康”这一官方声音时产生的转述风格差异,探讨其呈现的对话性倾向。研究发现:利用图、文、色之间的互动与照应,新型烟盒警示语比传统警示语表达了更多的对话性倾向,但表达手段的多样性无法掩盖警示语内在的封闭性。为获得更好的说服效果,多模态警示语的建构仍需立足于更开放的多声交际语境。
In order to explore the role of the symbolic meanings of modal symbols, such as the graphic and text modalities, of multimodal commodity warnings on the construction of their overall meanings, this paper analyzes two types of warning labels from the angle of Bakhtin’s dialog theory. By analyzing their differences in the rendition styles that emerge when reproducing the official voice of “smoking health”, we explore the dialogue tendency they present. The research finds that the new cigarette warning signs express more conversational sexual tendency than the traditional warning signs by using the interaction and correspondence between pictures, texts and colors. However, the diversity of means of expression can not cover the internal closure of the warning signs. In order to obtain better persuasion effect, the construction of multi-modal cautionary language still needs to be based on a more open and multi-voice communication context.