中国平面食品广告语篇的多模态话语分析

发布时间：2018-01-16 21:38

本文关键词：中国平面食品广告语篇的多模态话语分析　出处：《海南大学》2013年硕士论文　论文类型：学位论文

【摘要】：现代科技的不断进步,赋予人类交际方式多模态的特征。在广告传播中,人们越来越重视多种交际模态的综合运用。多模态话语分析成为语言学研究的重要领域。西方的研究者率先建立了视觉语法等多模态话语分析的理论工具。我国学术界引进了相关理论,并尝试开展了基本理论的研究。以中国语料为对象,开展平面广告的多模态话语分析研究工作,对于广告主设计和传播广告,以及广告受众准确理解广告具有重要的参考价值,也有利于丰富多模态话语分析视角的研究,对于探讨中国文化背景在多模态话语中的作用也有一定的积极意义。本论文以中国伊利公司的一则食品平面广告“大果粒酸牛奶”广告为语料,以韩礼德系统功能语法和社会符号学理论以及克瑞斯和勒文的视觉语法为理论基础,重点研究三个问题：多模态食品平面广告语篇的意义生成；多模态食品平面广告中图像和文本的搭配关系；中国文化背景在多模态广告语篇中的作用。在研究中,采用定性分析与定量分析相结合的方法,通过对伊利大果粒酸牛奶平面广告的分析,发现广告中图像模态通过三大元功能实现了意义生成：再现意义,互动意义和构图意义；文本模态通过概念意义,人际意义和语篇意义这三个元功能实现其在多模态语篇中的作用。图像与文本的搭配关系有：确立(anchorage),解释(explanation)和传承(relay)。在图像与文本的这种搭配关系下,构建出了多模态语篇的整体意义。另外,中国文化背景影响多模态语篇的意义生成,具体表现在：它为大果粒广告意义的生成提供了语境,使意义的生成和解读结果具有唯性。在对多模态语篇的意义生成机制和多模态的搭配关系进行理论分析的基础上,本文又从受话者识读角度进一步验证。对28份问卷的分析结果证实了案例分析部分的结论。即只有在不同模态的配合下,受众才能解读出广告设计者想要表达的全部意义。通过以上研究,本论文形成了三个创新点。首先,本研究选取了中国食品广告作为研究对象,这则广告主要包括两种符号资源：文字和图像。目前很少有研究专门对食品广告进行详细的多模态话语分析。其次,在分析过程中,本研究还分析了中国社会语境对广告多模态意义的影响。最后,本研究选取了广告设计者和广告受众两个视角。而现有的多模态话语研究大多倾向于从广告设计者的角度研究多模态语篇的意义。
[Abstract]:With the continuous progress of modern science and technology, the multi-modal features of human communication have been given. More and more attention has been paid to the comprehensive application of multiple modes of communication. Multimodal discourse analysis has become an important field of linguistic research. Western researchers have taken the lead in establishing theoretical tools for multimodal discourse analysis, such as visual grammar. Academia has introduced relevant theories. And try to carry out the basic theory research. Take Chinese corpus as the object, carry out the multi-modal discourse analysis research work of the print advertisement, design and spread the advertisement for the advertiser. As well as the advertising audience to understand advertising accurately has important reference value, but also conducive to enrich the study of multi-modal discourse analysis perspective. It is also of positive significance to explore the role of Chinese cultural background in multimodal discourse. This thesis is based on a food print advertisement of Yili Company of China, "large fruit grained sour milk" as the language material. Based on Halliday's systemic functional grammar and social semiotics theory, as well as Chris and Levin's visual grammar, this paper focuses on three issues: the meaning generation of multi-modal food plane advertising discourse; The relationship between image and text in multi-modal food advertising; The role of Chinese Cultural background in Multi-modal Advertising discourse. In the study, the qualitative analysis and quantitative analysis are used to analyze the flat advertisements of Yili fruit milk. It is found that the image modal in the advertisement realizes the meaning generation through three metafunctions: the reproduction meaning, the interactive meaning and the composition meaning; Text modal realizes its function in multimodal discourse through three metafunctions: conceptual meaning interpersonal meaning and textual meaning. The collocation relationship between image and text is: establishing anchorage). In this collocation between images and texts, the overall meaning of multimodal discourse is constructed. The Chinese cultural background influences the meaning generation of multi-modal discourse, which is embodied in: it provides the context for the generation of the meaning of the large fruit grain advertisement, and makes the meaning generation and interpretation results only. Based on the theoretical analysis of the meaning generation mechanism and the collocation relationship of multi-modal discourse, this paper analyzes the meaning generation mechanism of multi-modal discourse and the collocation of multi-modal discourse. The analysis results of 28 questionnaires confirm the conclusion of the case analysis, that is, only in different modes of cooperation. The audience can interpret the whole meaning that the advertisement designer wants to express. Through the above research, this paper has formed three innovative points. First, this study selected Chinese food advertising as the research object. This advertisement mainly includes two kinds of symbol resources: text and image. At present, there are few studies devoted to the detailed multi-modal discourse analysis of food advertisements. Secondly, in the process of analysis. This study also analyzes the impact of Chinese social context on the multi-modal meaning of advertising. Finally. The present study selects two perspectives: advertising designer and advertising audience, while most of the existing multi-modal discourse studies tend to study the meaning of multimodal discourse from the perspective of advertising designer.
【学位授予单位】：海南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H15

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