多模态视域下英国公示语特征研究——以新冠疫情下英国多层级公示语为例
A Multimodal Discourse Analysis of British Public Signs—A Case Study Based on British Multi-Level Anti Pandemic Public Signs

新冠疫情作为重大突发公共卫生事件，以迅猛之势蔓延全球。为防止疫情扩散，各国纷纷制定相关防疫公示语来引导人民积极抗疫。本文以英国政府、大公司及本地企业防疫公示语为例，基于系统功能语言学中的元功能理论及Kress和van Leeuwen的视觉语法理论，从多模态视角对其中语言模态与非语言模态进行分析，探讨英国多层级防疫公示语中模态意义建构及其宣传效果。研究发现英国政府、大公司及本地企业防疫公示语通过语言、图像的相互配合可以直接有效地向公众传递防疫信息，提升公众自我防护能力；同时该研究也可以为中国防疫公示语多模态设计、翻译及防疫背景下中国文化输出起到借鉴作用。
Covid-19, which is a global public health emergency, has spread rapidly around the world. In order to curb the spread of the virus, all countries have designed relevant epidemic prevention public signs to lead people to take an active part in fighting the pandemic. Based on the Meta-function theory in systemic functional linguistics and Visual Grammar theory raised by Kress and van Leeuwen, this paper discusses different meaning construction processes of verbal and non-verbal modalities of the epidemic prevention public signs published by British government, big company and local firms as well as their publicity effect. The research shows that the pandemic prevention public signs published by British government, big company and local firms can directly and effectively disseminate the knowledge about prevention and control of Covid-19 and promote self-protection measures of viewers. Meanwhile the founding of the research can provide a reference for the multimodal design and translation of Chinese epidemic prevention public signs and the Chinese cultural exportation in the fight against Covid-19.