基于多模态角度的“中国梦”系列公益广告中文化元素再现研究

发布时间：2018-02-05 19:31

本文关键词： 多模态公益广告文化元素内容分析法视觉语法　出处：《长安大学》2017年硕士论文　论文类型：学位论文

【摘要】：平面广告是社会传媒中具有说服力的多模态话语,其意义主要由文字和图片两种模态共同构建。对平面广告全面的描述和解读取决于对文字、图片多种模态的共同解读,多模态为全面理解广告话语提供了独特的角度。同时,广告与文化密切相关,广告中的文化元素可能影响公众的消费选择,价值观和行动。因此,对广告中文化元素再现的研究有利于解读广告话语的意义。“中国梦”系列公益广告在主题、设计及作品甄选方面与以往的公益广告不同,并且由中央相关部门发布并在众多公共场合进行宣传,这组公益广告在宣扬中国文化、中国价值以及中国精神方面的作用不容忽视。本研究拟从多模态角度探索“中国梦”系列公益广告中文化元素再现,从而全面解读广告话语的意义。研究结合定量研究和定性研究。定量研究采用内容分析法,旨在探索文化元素再现的频率和趋势,定性研究以视觉语法理论为指导,聚焦信息复杂的图片模态,探索文化元素的再现方式。研究结果表明,在定量研究中,文字和图片模态在文化元素再现频率和趋势上存在差异。文字模态中,大“C”文化元素得到强化,图片模态中,小“c”文化元素得到强化。由此可知,在中国梦系列广告中,文字模态突出宏大的关于整个国家文明的文化主题,图片模态突出较小的关于人民生活的文化主题。不同模态文化元素再现的不同表明,“中国梦”系列公益广告突出“中国梦”作为国家发展的蓝图和战略与人民的生活和幸福之间的联系。定性研究发现图片模态中再现意义描述了特定的文化元素,主要通过叙事过程实现。图片多以绘画的形式出现,采用纯色和原色、图片的情态较低。此外,颜色和谐在图片中多次体现,主要通过颜色互补和在图中的连贯性实现,有助于文化元素的再现及意义和氛围的强化。本文突破了广告语篇文本分析的局限,验证了视觉语法框架对广告语篇的解释力和适用性,此外,将文化理论与视觉语法框架相结合,对文化元素再现进行研究,也拓宽了多模态语篇分析的领域。
[Abstract]:Print advertising is a persuasive multi-modal discourse in social media, the meaning of which is mainly constructed by two modes of text and picture. The comprehensive description and interpretation of print advertising depends on the text. The common interpretation of various modes of pictures provides a unique angle for the overall understanding of advertising discourse. At the same time, advertising is closely related to culture, and the cultural elements in advertising may affect the public's choice of consumption. Therefore, the study of the reproduction of cultural elements in advertising is conducive to the interpretation of the meaning of advertising discourse. "Chinese Dream" series of public service advertising in the theme. The design and selection of works is different from previous public service advertisements, which are published by the relevant central authorities and promoted in many public places. This group of public service advertisements is promoting Chinese culture. The value of China and the role of Chinese spirit can not be ignored. This study intends to explore the reproduction of cultural elements in "Chinese Dream" series of public service advertisements from a multi-modal perspective. The purpose of this study is to explore the frequency and trend of cultural elements reappearance. The qualitative research is guided by the theory of visual grammar, focusing on the image modes of complex information, and exploring the reappearance of cultural elements. The results show that in the quantitative research. In the text mode, the large "C" cultural element is strengthened, and the small "c" cultural element is strengthened in the picture mode. In the Chinese Dream series of advertisements, the text mode highlights the grand cultural theme about the entire national civilization, and the picture mode highlights the smaller cultural theme on people's life. "Chinese Dream" series of public service advertisements highlight "Chinese Dream" As the link between the blueprint and strategy of national development and the life and happiness of the people, qualitative studies have found that the reproduction of meaning in the image modal describes specific cultural elements. Mainly through the narrative process. The picture is mostly in the form of painting, using solid color and primary color, the modality of the picture is lower. In addition, color harmony in the picture many times. This paper breaks through the limitations of text analysis of advertising texts, mainly through color complementation and coherence in the picture, which is helpful to the reproduction of cultural elements and the enhancement of meaning and atmosphere. It verifies the explanatory power and applicability of visual grammatical framework to advertising discourse. In addition, combining cultural theory with visual grammatical framework, the study of cultural element reproduction also broadens the field of multi-modal discourse analysis.
【学位授予单位】：长安大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H136

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