社会符号学视角下的多模态广告语篇分析

发布时间：2018-03-30 19:50

本文选题：多模态语篇分析　切入点：系统功能语法　出处：《重庆师范大学》2011年硕士论文

【摘要】：作为一种重要的语篇研究类型,广告语篇一直是语篇分析的重要语料来源。追溯广告语篇的研究,我们发现绝大多数的研究侧重于文本分析,而现代广告话语呈现出多种模态如图片、动画、声音、颜色等来构建意义,不得不承认现代广告和广告招牌效应深深地依赖文字和图像的相互关系,以至于纯文字手段已经有些令人不满意。图像作为书写工具的时代已经来临,而我们对图像的分析却还是一片空白。以语言为研究对象的理论和方法只注重语言系统和语义结构本身及其与社会文化和心理认知之间的关系,忽视诸如图像、声音、颜色、动漫等其它意义表现形式,这就使得话语分析带有较大的局限性。多模态话语分析(multimodal discourse analysis)的兴起则可以在很大程度上帮助人们克服这些局限性。Kress和Van Leeuwen于1996年出版了《阅读图像》一书,该书是这一理论的奠基之作。随后二人发表了一系列文章探讨排版,声音和颜色在语篇中的作用和地位。自20世纪90年代,多模态语篇研究已经在国外得到了长足的发展。许多学者运用该理论分析多种多模态语篇:广告,新闻,电影,绘画,雕塑,摄像和教学。国内对多模态话语的研究起步较晚,但近几年也取得了很多成果。李战子(2003)首次引入了多模态理论。朱永生(2007)也对多模态的发展趋势和一些局限性作了研究。同时很多研究者还把该理论应用到实际中,解释一些多模态语篇。本文从社会符号学出发,分析并利用多模态理论对一则广告进行剖析,试图对其所产生的再现意义,构图意义和互动意义进行解释,为以后的广告研究提供了一个新视角。该研究采取定性分析方法,主要从网络收集广告来剖析多模态语篇的意义构建,并选取一则广告作为实例来分析语言和图像是如何相互作用建立意义,与受众进行交流。本文以图像的多模态话语分析为理论框架对多模态广告话语进行分析,以此揭示广告如何运用文字、图像等手段来表明观点并影响读者的态度与行为,达到劝说的目的。论文检验了多模态语篇的社会符号学分析框架对广告语篇的解释力,证明了多模态语篇的分析框架在广告语篇分析中的可操作性和实用性,丰富了广告语篇分析的研究维度,同时也为对交际,媒体和艺术感趣的读者提供一种必要的图像阅读方法。由于现代广告涉及的模态多样化和广告研究的跨学科性,仅从文字和图像来分析广告意义构建是完全不够的,还需要借助摄像和绘画方面的相关知识。因此本文对广告的多模态分析还有待进一步地提高。另外,虽然在分析多模态理论框架中引用了很多广告予以解释,但个案分析的量还不够,而且广告的选材上也有很大局限性,这些都需要继续研究和改进,以期通过各学科学者的努力使之完善。
[Abstract]:As an important type of discourse research, advertising discourse has always been an important source of data for discourse analysis. Modern advertising discourse presents many modes such as pictures, animation, sound, color and so on to construct meaning, we have to admit that modern advertising and advertising signboard effect deeply depends on the relationship between words and images. The age of image as a writing tool has come, but our analysis of image is still a blank. The theories and methods of language study only focus on the language system and semantic structure itself and its relationship with social culture and psychological cognition, ignoring other expressions such as images, sounds, colors, anime and so on. The rise of multimodal discourse analysis can help people overcome these limitations to a great extent. Kress and Van Leeuwen published the book "Reading Images" in 1996. The book is the foundation of this theory. Subsequently, they published a series of articles on the role and place of typography, sound and color in discourse. The study of multimodal discourse has made great progress abroad. Many scholars use this theory to analyze multi-modal discourse: advertising, news, film, painting, sculpture, photography and teaching. But in recent years, a lot of achievements have been made. Li Zhanzi (2003) introduced the multimodal theory for the first time. Zhu Yongzao (2007) also studied the development trend and some limitations of the multimodal theory. At the same time, many researchers also applied the theory to practice. Explain some multimodal discourses. From the perspective of social semiotics, this paper analyzes and analyzes an advertisement by using multi-modal theory, and tries to explain its reproduction, composition and interactive meaning. It provides a new perspective for the future advertising research. This study adopts a qualitative analysis method to analyze the meaning construction of multimodal discourse mainly through the collection of advertisements on the Internet. An advertisement is chosen as an example to analyze how the language and image interact to establish meaning and communicate with the audience. This paper takes the multi-modal discourse analysis of images as the theoretical framework to analyze the multi-modal advertising discourse. The purpose of persuasion is to reveal how advertisements use words and images to express their views and influence readers' attitudes and behaviors. The thesis examines the explanatory power of the social semiotic framework of multimodal discourse on advertising texts. It proves the maneuverability and practicability of the multi-modal discourse analysis framework in advertising discourse analysis, which enriches the research dimension of advertising discourse analysis, and at the same time, it also aims at communication. Media and artistic readers provide a necessary method of image reading. Due to the variety of modes involved in modern advertising and the interdisciplinary nature of advertising research, it is not enough to analyze the meaning of advertising from the perspective of words and images. Therefore, the multimodal analysis of advertising still needs to be further improved. In addition, although many advertisements are cited to explain it in the framework of multi-modal theory of analysis, However, the quantity of case analysis is not enough, and the selection of advertising materials also has great limitations, which need to continue to study and improve, in order to make it perfect through the efforts of various disciplines and scholars.
【学位授予单位】：重庆师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：H052

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