中美爱情电影海报的多模态话语对比分析

发布时间：2018-03-05 22:37

本文选题：海报　切入点：爱情电影　出处：《宁波大学》2011年硕士论文　论文类型：学位论文

【摘要】：电影是一门大众的、时尚的、流行的艺术,深为全世界各阶层人们喜爱。电影海报是伴随着电影一同诞生的电影宣传画,是电影的广告,是由绘画、摄影、文字等视觉艺术手段组成,其画面极为鲜明、生动,准确地表明了影片的艺术诉求和思想内涵。同时,电影海报又是时代和社会环境的产物,它的制作又反映了一定历史时期的价值取向和时代特征,在不同的国家又具有不同的民族特征,反映不同的民族文化。多模态话语指的是除了文本之外,还带有图像、图表等的复合话语,或者说任何由一种以上的符号编码实现意义的文本(李战子,2003)。多模态话语分析认为语言这一社会符号与图像、声音、颜色、排版等其它社会符号都是意义的来源,他们在构建意义过程中都起着极其重要的作用。因此,图像、声音、颜色、排版等符号资源的研究应放在同等重要的位置。本研究以中美爱情电影海报为语料进行多模态话语分析。根据Lim的综合多模态理论框架,本文从表达层面、内容层面和语境层面三个层面展开分析。在表达层面,分别讨论了文本和图像模态的表达形式,并对比中美爱情电影海报在表达层面的差异。通过对比我们发现中国电影海报非常重视视觉观感,而美国电影海报除了重视视觉外更重视整体与部分的结合。除此之外,中美两国爱情电影海报的表现手法也有所不同,中国爱情电影海报侧重意象,美国爱情电影海报注重写实。在内容层面,本文利用评价理论和视觉语法进一步分析了文本和图像这两种模态的内涵,并发现中美两国爱情电影海报在内容层面存在许多差异。一、中国爱情电影海报重视演员和导演的信息,美国爱情电影海报注重制片人和出品人的信息并非常重视知识产权的保护。二、在卖点方面,中国爱情电影海报经常利用明星效应,美国爱情电影海报更多利用剧情来吸引观众。三、在视觉语法框架下我们不难发现中国爱情电影海报更多的是“索取”类图像,建立的是社会关系。美国爱情电影海报更多的则是“提供”类图像,建立的是亲密的个人关系。最后,本文从语境层面揭示了中美爱情电影海报在表达和内容层面出现差异的三点原因:不同的行业发展状况和管理体制,不同的文化所导致的不同的婚恋价值观,不同的电影受众人群。本研究的意义在于发现海报的文字、图像两种模态如何构建意义,对提高人们的多模式话语识读能力有一定帮助。对文化、经济和体制等的分析,更深入地识读了电影海报深层的语境意义。同时我们发现只有那些立足本国文化和国情的电影海报才能真正吸引观众的眼球,因此对如何设计爱情类电影海报和如何成功起到对影片的宣传作用具有一定的借鉴意义。
[Abstract]:Film is a popular, fashionable, popular art, deeply loved by people from all over the world. The visual arts, such as words and other visual art means, are very vivid, vivid and accurate in showing the artistic appeal and ideological connotation of the film. At the same time, the film poster is the product of the times and the social environment. Its production reflects the value orientation and time characteristics of a certain historical period, and it also has different national characteristics and different national cultures in different countries. Multimodal discourse refers to the complex discourse with images, graphs, etc., in addition to the text. Or any text in which meaning is realized by more than one symbol code (Li Zhanzi / 2003.Multimodal discourse analysis suggests that language as a social symbol and other social symbols such as images, sounds, colors, typography, etc.) is the source of meaning. Therefore, the study of image, sound, color, typesetting and other symbol resources should be equally important. According to the framework of Lim's comprehensive multi-modal theory, this paper analyzes the relationship between Chinese and American love movie posters from three levels: expressive level, content level and contextual level. This paper discusses the expression forms of text and image modes, and compares the differences between Chinese and American love movie posters in terms of expression. Through the comparison, we find that Chinese movie posters attach great importance to visual perception. In addition, the American film posters attach more importance to the integration of the whole and the parts than the visual aspects. In addition, the Chinese and American love film posters also show different ways of expressing themselves. The Chinese love film posters focus on imagery. American love movie posters focus on realism. At the content level, this paper further analyzes the connotation of the two modes of text and image by using evaluation theory and visual grammar. It is also found that there are many differences in the content of love film posters between China and the United States. First, Chinese love film posters attach importance to the information of actors and directors. American love movie posters focus on the information of producers and producers and attach great importance to the protection of intellectual property rights. Second, in terms of selling points, Chinese love film posters often use the star effect. American love movie posters make more use of the plot to attract viewers. Third, under the framework of visual grammar, it is not difficult to find that Chinese love movie posters are more like "get" images. It's about social relations. American love movie posters are more about "providing" images, and they're about close personal relationships. This paper reveals three reasons for the differences in the expression and content of Chinese and American love film posters from the perspective of context: different industry development and management system, different marriage values caused by different cultures. Different audiences. The significance of this study is to find out how the text and image modes of posters can be constructed, which is helpful to improve the reading ability of multi-mode discourse. The analysis of culture, economy and system, etc. At the same time, we find that only those film posters based on the national culture and national conditions can really attract the audience's attention. So how to design the love film poster and how to play a successful role in the promotion of the film has certain reference significance.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：H04

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