英语公益广告人际意义的多模态分析

发布时间：2018-08-12 17:51

【摘要】：由于现代科学技术的高速发展、多媒体与互联网络的广泛使用,多模态已成为我们日常生活中不可或缺的一部分,对全球视觉文化和听觉文化产生了巨大的冲击。当前,信息传递越来越多地依赖多种模式的文本,而不再是通过单一模式的文本。因此,有必要把多种媒体和多种模态结合起来,对多模态话语进行全面、系统的分析。公益广告作为宣传社会意识形态、为大众提供服务的一种有效形式,在传播优良社会风尚、倡导先进思想观念、推动社会进步等方面发挥了巨大的作用。因此,从多模态话语分析角度,对英文公益广告的语言和非语言资源进行综观研究,无疑具有重要的理论和现实意义。多模态话语分析对语篇中使用的语言、图像、声音、动作等不同符号模态进行系统分析。该学科领域将系统功能语言学理论扩展到其他非语言符号资源。与传统的话语分析方式的区别在于,多模态话语分析强调对动态和静态符号资源进行综合分析。近年来,多模态话语分析已成为话语分析领域的一种新的发展趋势,覆盖了诸如电影、电视节目、网络视频、海报、平面广告等语篇类型。本文旨在整合系统功能语言学和视觉语法理论,分析多模态语篇中人际意义的传递方式,着重对公益广告进行考察。本文分析的语料均为真实的公益广告,来自于政府、权威机构和有影响力的网站,比如:http://www.icrc.org/eng,www.4a98.com,www.millerngo.com,www.adcouncil.org,http://image.baidu.com等。本文对40条英文公益广告进行分析,以验证系统功能语言学和视觉语法理论在多模态语篇分析领域的应用前景。本文的研究成果有望对公益广告的设计和解读提供启示,并提高其影响力。研究结果表明:在公益广告中,语言艺术(包括语气、情态、人称等三个系统)对传播人际意义有着重要的作用。同时,视觉图像中的接触、社会距离、视角和情态需要进行协调设计,以表达互动意义。从这层意义上讲,文本与图像在公益广告语篇中相互合作,综合呈现其人际意义。
[Abstract]:With the rapid development of modern science and technology and the wide use of multimedia and Internet, multi-mode has become an indispensable part of our daily life, which has a great impact on the global visual and auditory culture. At present, information transmission relies more and more on text of multiple modes rather than on text of single mode. Therefore, it is necessary to combine multiple media with multiple modes to analyze multimodal discourse comprehensively and systematically. As an effective form of publicizing social ideology and providing service to the public, public service advertisement plays a great role in spreading good social custom, advocating advanced ideology and promoting social progress. Therefore, from the perspective of multi-modal discourse analysis, it is undoubtedly of great theoretical and practical significance to study the linguistic and non-linguistic resources of English public service advertising. Multi-modal discourse analysis systematically analyzes the different symbolic modes of language, image, sound, action and so on. This field extends the theory of systemic functional linguistics to other non-linguistic symbolic resources. The difference from traditional discourse analysis is that multi-modal discourse analysis emphasizes the comprehensive analysis of dynamic and static symbolic resources. In recent years, multimodal discourse analysis has become a new trend in the field of discourse analysis, covering text types such as movies, television programs, network videos, posters, print advertisements and so on. The purpose of this paper is to integrate the theories of systemic functional linguistics and visual grammar, to analyze the transmission of interpersonal meaning in multimodal discourse, and to focus on public service advertising. The data analyzed in this paper are genuine public service advertisements from governments, authoritative organizations and influential websites, such as: httpw / www.icrc.orgr / engn / www.4a98.com.com www.millerngo.com.com www.adil.orgngo.com.com www.adil.org.com httpw / r / image.baidu.com. This paper analyzes 40 English public service advertisements in order to verify the application prospects of systemic functional linguistics and visual grammar theory in the field of multimodal discourse analysis. The research results of this paper are expected to provide inspiration for the design and interpretation of public service advertising and improve its influence. The results show that in public service advertising, language art (including mood, modality and person) plays an important role in the communication of interpersonal meaning. At the same time, the contact, social distance, visual angle and modality in visual images need to be designed harmoniously to express the interactive meaning. In this sense, text and image cooperate with each other in public service advertising discourse and present their interpersonal meaning.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H315

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