CAJ | 학술논문

在多模态语篇中，每种模态都有其不同的意义表达方式，模态之间的关系影响着整体意义的构建。本文酷狗7产品展示为例，探讨该类体裁中多种符号模态如何协调互补，共同参与意义构建。研究发现图与文、颜色、声音都是产品展示的有机组成部分，聚合产生“合力”，共同参与意义表达从而影响消费者的意识形态，最终实现其宣传并说服顾客购买产品的目的。
재다모태어편중，매충모태도유기불동적의의표체방식，모태지간적관계영향착정체의의적구건。본문혹구7산품전시위례，탐토해류체재중다충부호모태여하협조호보，공동삼여의의구건。연구발현도여문、안색、성음도시산품전시적유궤조성부분，취합산생“합력”，공동삼여의의표체종이영향소비자적의식형태，최종실현기선전병설복고객구매산품적목적。
Every semiotic mode in multimodal discourses has its own special way to express meaning and the re-lationship between different modes has an effect on meaning construction. The present article is intended to investi-gate the synergy of different modes by taking product presentation multimodal discourse of Kugou 7 as an example.It is found that multiple semiotic modes such as language, image, sound and color are components of product presentation and the works together to construct meanings and motivates consumers' purchase desire,which helps persuade con-sumers to purchase the products.