多模态视角下的俄语公益广告话语分析

发布时间：2018-01-14 18:18

本文关键词：多模态视角下的俄语公益广告话语分析　出处：《北京外国语大学》2014年博士论文　论文类型：学位论文

【摘要】：现代社会中,人们每天都在有意无意地接收着海量信息,这些信息影响着人们的思想和行为方式。其中广告扮演了传播信息的重要角色。与商业广告不同,公益广告向大众传播正面的价值观,引起民众对社会问题的关注和重视,号召群众采取行动以维持社会的和谐发展,而这一切都是通过广告丰富的语言及非语言手段实现的。公益广告属于多模态话语。本论文以多模态话语理论为视角,以俄罗斯公益广告话语为对象,系统研究俄语公益广告语言模态及非语言模态在语法、修辞、语用以及语篇衔接与连贯方面的特点,探究多模态话语分析的方法、多模态话语生成及意义解读的机制,以弥补我国学界对该领域研究的不足,展现现代俄罗斯社会所倡导的价值观念,管窥俄罗斯面临的社会问题。论文由绪论、三章主要内容和结语组成。绪论部分主要介绍论文的研究对象及研究意义,梳理国内外研究现状、说明研究方法及语料来源。第一章论述公益广告话语特点及其研究视角。公益广告话语具有两重属性：在话语组织形式和手段方面具有大众传媒的机构话语特点,而内容和价值观念则属于不同的社会机构。现代传媒话语的突出特点是多模态性,因此对公益广告话语的研究应从多模态角度进行。本章阐释了多模态话语的理论背景、基本概念和研究方法,明确了以俄罗斯多模态话语理论为基础,简要介绍了俄罗斯公益广告话语的研究历史、现状,对本文的研究对象加以界定。第二章以本文建立的语料库为基础,分析俄罗斯公益广告话语的语言模态和图像模态。对语言模态的分析以揭示词汇、句式、修辞特点为目的,对图像模态的分析以探讨视觉语法规律和图像功能为目的。对公益广告核心价值观念的分析以广告主题词词频统计数据和图像元素统计数据为依据。提出语言模态与非语言模态(图像模态)在意义表达方面存在四种关系：1)互为依存,离开彼此就失去了意义；2)语言模态为主,图像的理解有赖于文字的说明；3)图像模态为主,对文字的理解有赖于图像的意义；4)语言模态和图像模态各自自足,互为充分信息。第三章为公益广告话语的多模态综合分析。首先确立多模态语篇分析的基本单位,提出多模态语篇的衔接与连贯类型；其次探讨不同于单纯语言模态的多模态修辞特点；最后从言语互动的角度对公益广告话语的意向进行分析,提出公益广告以指令类言语行为为主,目的在于宣教和说服,多模态手段的应用及彼此间的衔接服从于一个目的——获得以广大受众认知语境为对象的最佳关联效果。结语概括本论文的结论,指出不足之处及研究前景。
[Abstract]:In modern society, people receive mass information consciously or unintentionally every day, which affects people's thinking and behavior. Advertising plays an important role in disseminating information, which is different from commercial advertising. Public service advertisements spread positive values to the public, arouse people's concern and attention to social problems, and call on the masses to take action to maintain the harmonious development of society. All of this is realized by the rich language and non-language means of advertisement. Public service advertisement belongs to multi-modal discourse. From the perspective of multi-modal discourse theory and Russian public service advertising discourse, this thesis systematically studies the linguistic and non-linguistic modes of Russian public service advertising in grammar and rhetoric. The features of pragmatics, cohesion and coherence of discourse, the methods of multi-modal discourse analysis, the mechanism of multi-modal utterance generation and meaning interpretation are explored in order to make up for the lack of research in this field in Chinese academic circles. Show the values advocated by the modern Russian society, peep at the social problems that Russia faces. The thesis consists of introduction, three chapters and conclusion. The introduction part mainly introduces the research object and research significance, combs the domestic and foreign research present situation, explains the research method and the corpus source. The first chapter discusses the characteristics of public service advertising discourse and its research perspective. Public service advertising discourse has two attributes: in the form and means of discourse organization, it has the institutional discourse characteristics of mass media. The content and values belong to different social institutions. The prominent feature of modern media discourse is multi-modal. Therefore, the study of public service advertising discourse should be carried out from a multi-modal perspective. This chapter explains the theoretical background, basic concepts and research methods of multi-modal discourse, and clarifies the basis of the Russian multi-modal discourse theory. This paper briefly introduces the history and present situation of Russian public service advertising discourse, and defines the object of this paper. The second chapter, based on the corpus established in this paper, analyzes the language modal and image mode of Russian public service advertising discourse. The purpose of the analysis is to reveal the characteristics of vocabulary, sentence structure and rhetoric. The purpose of image modal analysis is to explore the rules of visual grammar and image function. The analysis of the core values of public service advertisement is based on the statistical data of word frequency and image elements. State and non-linguistic modes (. In the aspect of meaning expression, there are four kinds of relation: 1) which depend on each other. Leave each other lose meaning; 2) the language mode is the main one, and the understanding of the image depends on the explanation of the text; 3) the mode of image is dominant, and the understanding of text depends on the meaning of image; 4) the language mode and the image mode are self-sufficient and fully information each other. The third chapter is the multi-modal comprehensive analysis of public service advertising discourse. Firstly, the basic unit of multi-modal discourse analysis is established, and the cohesion and coherence types of multi-modal discourse are proposed. Secondly, it discusses the characteristics of multimodal rhetoric, which is different from the pure language mode. Finally, from the perspective of verbal interaction, this paper analyzes the intention of public service advertising discourse, and puts forward that the public service advertisement is mainly directed speech acts, the purpose of which is to preach and persuade. The application of multimodal means and the cohesion between them are aimed at obtaining the best relevance effect of the cognitive context of a large audience. The conclusion summarizes the conclusion of this paper, points out the deficiency and the research prospect.
【学位授予单位】：北京外国语大学
【学位级别】：博士
【学位授予年份】：2014
【分类号】：H35

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