《同年不童年》多模态互动关系研究
A Study of Multi-Modal Interaction in the “Same Year without Same Childhood”

近年来，我国公益性广告活动日益增多，在两个文明建设中发挥着重要作用。这些公益广告采用多种符号的表现方式，集文字、图像、色彩和声音于一体，以其特殊的呈现手法吸引海量观众的眼球，具备巨大的宣传效益和潜力。本文以央视发布的公益广告《同年不童年》为语料，研究其模态互动方式及其对意义建构的作用。研究发现，《同年不童年》同时采用了互补和非互补两种多模态互动方式来构建意义和达成既定交际效果。其中互补方式体现为“互补–强化–锚定”“互补–强化–突显”“互补–强化–主次”“互补–强化–补充”和“互补–强化–协同”；非互补方式呈现为“非互补–矛盾–排斥”关系。本研究有利于从供给侧出发，努力发现创新式多模态互动模式，为公益广告更好地成为政府、社会和公众的沟通桥梁提供参考。
In recent years, China has seen an increasing number of public service advertisements, which play an important role in the construction of two civilizations. These PSAs adopt a variety of symbolic expressions, integrating text, image, color and sound, attracting the eyes of a huge number of view-ers with their special presentation methods, and possessing great publicity benefits and potentials. In this paper, we take the PSA “Same Year without Same Childhood” released by CCTV as the select-ed material to study its modal interaction and its role in meaning construction. It is found that the PSA “Same Year without Same Childhood” employs both complementary and non- complementary multimodal interaction modes to construct meaning and achieve the intended communicative effect. The complementary modes are “Complementary-Reinforcing-Anchoring”, “Complemen-tary-Reinforcing-Highlighting”, “Complementary-Reinforcing-Primary and Secondary”, “Comple-mentary-Reinforcing-Supplementary” and “Complementary-Reinforcing-Collaborative”; non-complementary mode is presented as “Non-Complementary-Contradictory-Exclusionary” rela-tionship. This study is conducive to the discovery of innovative multimodal interaction modes from the supply side, and provides reference for PSAs to better serve as a communication bridge be-tween the government, society and the public.