【摘要】 研究以Kress和van Leeuwen的视觉语法理论为指导,结合Kay O’Halloran团队研发的多模态图像分析软件中的分析指标,可视化解读、比较中国数字展会吉祥物"数娃""数宝"的形象特征、设计理念和社会意义。研究结果显示,图像、文字、颜色、表情、体态等多模态符号共同构建的中国数字展会吉祥物形象蕴含浓重的本土元素、丰富的多元概念、显著的人文特质、鲜明的数字属性等,而这正是数字展会为弘扬深厚区域文化底蕴、体现展会价值取向、提升展会形象、实现展会意图等多方需求共同作用的结果。更多还原

【Abstract】 The study integrates Kress & van Leeuwen’s grammar framework of visual-image analysis with the analysis indicators in the software of Multimodal Image Analysis developed by Kay O’Halloran’s team to visually interpret and compare the image characteristics, design concepts and social significance of the mascots “Shuwa” and “Shubao” for China digital exhibitions. The study shows that the mascot images of China digital exhibitions contain common characteristics like strong local elements, rich pluralistic concepts, prominent humanistic qualities and distinct digital attributes, which are jointly constructed by multimodal semiotic resources, such as images, texts, colors, facial expressions and postures, etc. It is the result that China digital exhibitions’ multiple demands work together to carry forward profound regional-culture heritage, manifest exhibition value-orientation, improve exhibition images and achieve exhibition intentions.更多还原