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ct  viewers  and  persuade  them  to  buy  the advertised products or become the agents of a specific brand, viewers’ understanding and favor of the ad or the ad producer’s intention are of much significance. Therefore, the  author  designs  a  questionnaire  in  order  to  get  access  to  viewers’  reaction  to We Chat  ads.  Two  points  should  be  taken  into  consideration  in  the  questionnaire design. The first one is whether viewers can interpret the meaning of the ad exactly or not.  The  second  one  is  what  kinds  of  ads  are  likely  to  be  favored  and  accepted  by viewers. Since  the  target  audience  of  We Chat  business  are  those who  have  access  to We Chat  or  the  internet  without  age  limit,  the  subjects  of  the  questionnaire  are  not confined  to  one  specific  group  of  people  and  include  college  students,  housewives, employees  and  so  on.  Referring  to  different  educational  background  of  the  subjects, the  questions  on  the  questionnaire  are  written  in  Chinese.  The  questionnaire  is  done through Sojump web2, and sent to participants online. The quantity of the subjects is 98, 9 closed questions are designed and 11 ads are shown to the subjects.  

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CONCLUSION

The  present  study  attempts  to  explore  the  meaning  realization  of  multimodal advertisement  in  We Chat.  Based  on  Halliday’s  Systemic  Functional  Grammar  and Kress  and  van  Leeuwen’s  Visual  Grammar,  the  research  has  analyzed  ideational  and representational  meaning  of  We Chat  ads  in  order  to  find  what  goods  and/or  services are  advertised  in  the  ads;  interpersonal  and  interactive  meaning  to  explore  how  the goods  and/or  services  are  promoted  in  the  ads.  Furthermore,  from  the  perspective  of viewers’  interpretation  of  11  ads,  the  effects  of  multimodality  on  We Chat advertisement and suggestions for designing ads have also been discussed. According to  the  results  of  the  questionnaire,  four  patterns  of  applying  semiotic  resources  in We Chat multimodal ads will be summarized for ad producers’ Reference. Some major findings and limitations of the present study will be presented in the following parts.For  the  first  research  question,  which  is  about  the  ideational  and  representational meanings  realized  in  the  We Chat  advertisement, &nbs本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。