| Multimodality Analysis of Public Service Advertisement under Visual Grammar
----A Case Study of I am D from CCTV
YUAN Kai-xi1 YUAN Bang-zhu2
(School of Arts and Media, University of New South Wales, Sydney; School of Foreign Languages, Jinggangshan University, Ji’an 343009, China）
Abstract: Depression is a globally recognized mental health issue. This study aims to examine a public service advertisement, I Am D, produced by CCTV through visual grammar within a genre-based perspective. The advertisement constructs a comprehensive narrative framework, including elements such as story background, conflict development, problem emergence, evaluation, and resolution. Aligned with its macro-narrative structure, this paper analyzes the representational, interactive, and compositional meanings of the advertisement on a shot-by-shot basis. The analysis reveals that, in terms of?representational meaning, the male protagonist is depicted through various processes that illustrate his activities. Scene transitions are strategically used to reflect changes in his psychological state, enhancing viewers’ understanding of depressive symptoms and treatment approaches. Regarding?interactive meaning, the advertisement establishes an intimate connection with the audience, engaging them with the authentic lived experience of individuals with depression. Through techniques such as gaze, emotional expression, camera angles, social distance, and power dynamics, the advertisement effectively communicates key mental health information. Finally, the analysis of?compositional meaning?indicates that the video predominantly employs a center-margin layout to direct viewers’ attention to the protagonist. The gradual shift from dark to bright colors artistically portrays the character’s recovery process, highlighting the importance of treatment for depression and raising audience awareness about the disorder. |
