公益广告的诉求对象为大众而非小众,在设计上常常关注构图、画面布局和色彩构成,集图像符号、色彩符号和言语符号于一身,属典型的多模态话语。为了与大众拉近距离、产生共鸣、影响或改变他们的思想或行为,其视觉符号要生动形象、直观亲切、感人至深;观念表达要微言大义、简约温馨、撼动心灵。文章以讲文明树新风“中国梦”系列公益广告通用稿为语料,对三种符号模态即图像、色彩和言语的配置及其与大众互动意义的产生与建构进行探究。 Public interest ads appeal to the general public rather than the niche, in the design are often concerned about the composition, picture layout and color composition, set the image symbols, color symbols and speech symbols in a typical multimodal discourse. In order to draw closer to the public, resonate, influence or change their thoughts or behaviors, their visual symbols should be vivid, intuitive and intimate, and touching. The concept of expression should be gentle, simple and warm, and shake the soul. This article explores the configuration of three symbol modalities, namely, the configuration of images, colors and words and the generation and construction of their interactive meaning with the general public as the source of the new style of civilization and the “China Dream” series of public service advertisements.