ABSTRACT
This paper first review and analyze the literature of multimodal discourse home and abroad. Then, taking the analytical framework of Kress & Leeuwen as the mainly academic basis of our study and borrowing the AIDMA law from advertisement, it analyzes some logos. Through which it elaborates how visual grammar applies to multimodal logo. Finally, it makes a multimodal discourse analysis on one of the selected topic logos from Google in order to prove its practical use of this set of framework of Kress & Leeuwen. This research is to study logos of Google from linguistic angle. It has positive functions in helping people improve their awareness of the meaning of multimodal discourse.
Keywords：Multimodal Discourse; Representational Meaning; Interactional Meaning; Compositional Meaning; Topic logo of Google
Contents
1. Introduction 1
2. Theoretical Background of Multimodal Discourse 2
2.1 Literature Review 2
2.2 Theories of Systemic Functional Linguistics 2
2.3 Theories of Social Semiotics 3
2.4 Multimodal Discourse and Systemic Functional Semiotics 3
3. The Analytical Framework 5
3.1 Visual Grammar 5
3.1.1 Representational Meaning 6
3.1.2 Interactional Meaning 8
3.1.3 Compositional Meaning 11
3.1.4 Summary 12
3.2 AIDMA Law 12
3.2.1 Attention and Interest 13
3.2.2 Desire 13
3.2.3 Memory 13
3.2.4 Action 14
3.2.5 Summary 14
4. A Comprehensive Multimodal Discourse Analysis on a Specific Topic Logo of Google 15
4.1 The Logo’s Representational Meaning 16
4.2 The Logo’s Interactional Meaning 16
4.3 The Logo’s Compositional Meaning 17
4.4 Logo and Viewer (AIDMA) 18
5. Conclusion 19
Acknowledgements 20
References 21
