关键词: 景区提示标识; 多模态语篇分析; 元功能; 视觉语法; 心理认知机制; 构建策略

Abstract: The rapid development of China's tourism industry has led to the focus on standardization of signs in scenic spots, and the level of service and humanistic care in scenic spots are closely related to the rationality of the spot signs designing in scenic spots. As to the caution signs designing, there exist problems of irrational image-text relation, stiff wording and so on. This paper makes a comparative analysis on the four categories of caution signs in scenic spots primarily based on the meta-functions of language and visual grammar of image. The results show that communicative nature of signs in scenic spots is basically the interpersonal communication between sign designers and tourists, which needs to follow the principle of politeness and persuasion. The first category of scenic spots can reflect the meta-functions of language more exactly and follow the visual grammar of image. On the basis of the theory of cognitive psychology, the paper, from two perspectives of the realization of discourse’s communicative intention and the psychological cognitive mechanism of multimodal discourse, makes a further analysis on coordination and related mechanism between the models in the first category of Caution Signs. And it is certified that the first category of multi-modality discourse construction conforms to the psychological cognitive mechanism, and can better realize the communicative intention. Based on the contrastive analysis of four categories and the psychological cognitive analysis of the first sign, the study also proposes strategies for caution signs construction in scenic spots.

Keywords: caution signs in scenic spots; multi-modal discourse analysis; meta-functions; visual grammar; psychological cognitive mechanism; construction strategies