CAJ | 학술논문

以Kress 和van Leeuwen的视觉语法框架为理论基础，结合功能语法，对40张二战时期美国为征召士兵所做的各种招贴广告和宣传画进行分类整理，分析广告中的互动意义构建。研究发现：在征兵广告中视觉感知被赋予了超乎文字之上的感性特权。在感官符号的冲击下，图像的表意功能被最大化。以此进一步证明，除语言之外的其他符号和语言符号一样具有功能性，也是意义的源泉。研究认为，视觉语法分析框架具有可操作性和实用性，可有效扩展人们对广告语篇的解读维度。
이Kress 화van Leeuwen적시각어법광가위이론기출，결합공능어법，대40장이전시기미국위정소사병소주적각충초첩엄고화선전화진행분류정리，분석엄고중적호동의의구건。연구발현：재정병엄고중시각감지피부여료초호문자지상적감성특권。재감관부호적충격하，도상적표의공능피최대화。이차진일보증명，제어언지외적기타부호화어언부호일양구유공능성，야시의의적원천。연구인위，시각어법분석광가구유가조작성화실용성，가유효확전인문대엄고어편적해독유도。
Based on the theoretical framework of the visual grammar developed by Kress& van Leeuwen, incor-porating Systemic Functional linguistics, this paper attempts to uncover how the interactive meaning is construc-ted and realized in the 40 American Second World War recruiting posters that the writer sorted out and classified. The study shows that visual perception is given far beyond the privilege of words, and that under the strong im-pact of different sensory symbols, the ideographic functions of the image are greatly maximized.It's further proved that other social semiotics besides words are also auxiliary and are the source of meaning as well.Through this study it is considered that the framework of visual grammar is operational and practical in interpreting adver-tizing discourse, and effective in extending interpretive dimension of advertizing discourse .