Global Journal of Human Social Science, G: Linguistics and Education, Volume 23 Issue 3

© 2023. Liu Sijiao & Professor Tian Jianguo. This research/review article is distributed under the terms of the Attribution- NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0). You must give appropriate credit to authors and reference this article if parts of the article are reproduced in any manner. Applicable licensing terms are at https://creativecommons.org/ licenses/by-nc-nd/4.0/. A Study of Different Modes’ Synergy from the Perspective of Multimodal Discourse: Taking Apple Product Launch Conferences as an Example By Liu Sijiao & Professor Tian Jianguo Northwestern Polytechnical University Abstract- With the development of science and technology and media information, great changes have taken place in communication methods. Images, music, gestures or written language all play important roles in daily communication besides of spoken language. This study selects Apple Event 2018 as the research subject based on Halliday's Systemic Functional Linguistics Framework and Zhang Delu's modal synergy theory to analyze the selection, combination, relationship and multimodal application of modes in product launch conference in order to realize the interpersonal functional meaning of Halliday's Metafunction Theory under the coordination of multiple modes. The results show that the visual and auditory modes are the main means cooperating with each other to express the speakers’ meaning. Besides, this cooperation is not arbitrary, but follows the interaction of complementary and non-complementary relations; At the same time, according to the classification of complementary and non-complementary relations, the modality can promote the acceptability and enthusiasm of the discourse, thus encouraging the audience to have the desire to consume. Keywords: interpersonal function, modes, multimodal discourse analysis (MDA), product launch conference. GJHSS-G Classification: LCC: P91.3 Global Journal of HUMAN-SOCIAL SCIENCE: G Linguistics & Education Volume 23 Issue 3 Version 1.0 Year 2023 Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Online ISSN: 2249-460x & Print ISSN: 0975-587X Strictly as per the compliance and regulations of: AStudyofDifferentModesSynergyfromthePerspectiveofMultimodalDiscourseTakingAppleProductLaunchConferencesasanExample