环保平面公益广告态度意义的多模态评价研究——以WWF“地球一小时”系列海报为例

A Multimodal Appraisal Study of Attitudinal Meaning in Pro-Environmental Print Public Service Advertisements—A Case Study of WWF China’s “Earth Hour” Posters

摘要: 环保公益广告是建构生态价值观、激发公众环境参与意识的重要话语形式。本文以WWF中国区“地球一小时”2018~2025年系列海报为语料，融合评价理论的态度系统与视觉语法，构建多模态态度意义的分析框架，考察八年间系列海报在图文协同中态度资源的分布特征、话语策略及其历时演变。研究发现：(1) 文字模态中鉴赏资源占比最高，其次为评判与情感，图像模态通过象征过程、反应过程与色彩情态实现态度聚焦；(2) 图文协同建构了“问题呈现–价值重构–行动号召”的三阶话语策略；(3) 历时演变呈现出从“行为倡导”到“价值认同”再到“行动承诺”的叙事升级，折射出中国语境下生态话语从“告知”向“共情”与“共建”的深层转型。

Abstract: Environmental protection public service advertisements constitute an important discursive form for constructing ecological values and stimulating public awareness of environmental participation. Drawing upon the Attitude system within Appraisal Theory and Kress & van Leeuwen’s Visual Grammar, this paper develops a multimodal analytical framework for examining attitudinal meaning, and applies it to the WWF China “Earth Hour” poster series from 2018 to 2025. The study investigates the distributional features of attitudinal resources, the synergistic interplay between verbal and visual modes, and the diachronic evolution of discursive strategies over the eight-year period. The findings reveal that: (1) In the verbal mode, Appreciation resources predominate, followed by Judgment and Affect, while in the visual mode, attitudinal focus is achieved through symbolic processes, reactional processes, and color modality; (2) The synergy between image and text constructs a three-tier discursive strategy of “problem framing-value reconstruction-action calling”; (3) Diachronically, the series exhibits a narrative progression from “behavioral advocacy” to “value identification” and then to “action commitment”, reflecting a deeper transformation in Chinese ecolinguistic discourse from “informing” to “empathizing” and ultimately to “co-building”. This study provides an operational theoretical tool for the analysis of attitudinal meaning in pro-environmental advertisements, and extends multimodal appraisal research into the domain of ecological discourse.