深圳信息职业技术学院学报

修辞结构理论在经历了几十年的发展之后,在语言文本的分析中占据了重要的位置。近年来,关于修辞结构理论的研究主要集中在语言语篇上,而对于多模态语篇中修辞结构的研究却相对较少。随着多模态语篇分析得到越来越多的重视和认可,以两则广告为例,从静态和动态两个层面阐释广告语篇的修辞结构如何实现劝说功能,以体现修辞结构理论在多模态语篇分析中的应用价值。

Rhetorical Structure Theory has already taken up a crucial position in linguistic text analysis after its rapid development and wide recognition over the last decades.In recent years,studies on Rhetorical Structure Theory have mainly focused on linguistic texts but rarely on the rhetorical structure in multimodal discourse.With increasing recognition of the multimodal nature of discourse,this paper attempts to explain how the rhetorical structure of advertising discourse realizes persuasion function from two aspects (static and dynamic) of two commercial advertisements,in order to approach the application value of Rhetorical Structure Theory in Multimodal Discourse Analysis.