多模态理论视角下中英文环保广告的对比研究

发布时间：2018-03-06 18:25

本文选题：多模态语篇分析　切入点：公益广告　出处：《山西师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：在这信息膨胀的时代，信息传播的途径也变得多样化。语言不再是表达思想观点和传达信息的唯一方式。多模态语篇在人们的日常生活中开始占据一席之地。多模态话语分析适用于诸如文字、排版、颜色、声音、图像等协同作用表达意义的语篇中。受Halliday系统功能语法理论的影响，Kress和Van Leeuwen提出了社会符号学框架下的视觉交流理论，认为图像也具有语言符号所具有的三大“元功能”，即再现意义，互动意义和构图意义，对于多模态话语分析的研究具有重要意义。环保公益广告通过宣传环保知识和环保问题，呼吁人们从点点滴滴做起保护我们的生活环境。本文主要基于多模态理论对中英文环保广告进行对比研究，基于语言和图像的元功能分析其异同点。中英环保公益广告各20篇，来源于互联网，，本文对其中6篇具有相同主题的环保广告进行了具体的多模态语篇分析，分别对每篇公益广告图像的再现意义，互动意义和构图意义以及语篇中语言的概念功能，人际功能和语篇功能进行了总结分析，并对其图文关系进行了简单地探讨。通过总体定量分析总结了中英文环保广告各自的特点。最后对40篇中英文广告进行定量对比分析，根据分析结果，总结讨论了中英文环保广告的异同。本研究说明，在多模态环保广告中图像和语言并非独立表达意义，而是互相补充和合作来构建和加强意义。基于Halliday的系统功能语法及Kress和Van Leeuwen的多模态理论，中英文多模态环保广告在一些方面存在很大不同。根据分析结果，英文环保广告中的图像通常是高情态，显示真实的自然场景，图像中很少体现出显著性，而中文图像中的情态以中高情态为主多为设计场景，图像中多显著性。英文广告中的语言大多在图像下方，图文关系大多以图像为主，图像基本能够独立表达完整意义，文字加强意义。中文广告中的语言均出现在图像中，图像和语言共同作用表达意义，语言是图像表意的一部分，语言辅助图像表达整体意义。研究结果有利于人们准确而又全面的理解中英文环保公益广告，为以后进一步对更多模态的对比研究打下了基础，也暗示了培养人们多模态识读能力的重要性。
[Abstract]:In this age of information expansion, Language is no longer the only way to express ideas and convey information. Multimodal discourse is beginning to take its place in people's daily lives. Multimodal discourse analysis can be applied to text, typesetting, etc. Under the influence of the functional grammar theory of Halliday system, Kress and Van Leeuwen put forward the theory of visual communication in the framework of social semiotics. It is considered that image also has three "metafunctions" of linguistic symbols, namely, reproduction meaning, interactive meaning and composition meaning, which are of great significance to the study of multimodal discourse analysis. By publicizing the knowledge and problems of environmental protection, environmental protection public service advertisements appeal to people to protect our living environment from bit by bit. This paper mainly makes a comparative study of environmental protection advertisements in both Chinese and English based on multi-modal theory. The differences and similarities of metafunctions based on language and image are analyzed. There are 20 articles in Chinese and English environmental protection public service advertisements, which come from the Internet. In this paper, six environmental protection advertisements with the same theme are analyzed by multi-modal discourse analysis. This paper summarizes and analyzes the reproduction meaning, interactive meaning and composition meaning of each public service advertisement image, as well as the conceptual function, interpersonal function and discourse function of language in the discourse. The relationship between picture and text is simply discussed. The characteristics of environmental protection advertisements in both Chinese and English are summarized through the overall quantitative analysis. Finally, 40 Chinese and English advertisements are compared and analyzed quantitatively, according to the results of the analysis, The similarities and differences of environmental advertisements in Chinese and English are summarized and discussed. This study shows that image and language are not independent expressions of meaning in multimodal environmental advertising, but complement and cooperate to construct and strengthen meaning. System functional syntax based on Halliday and multimodal theory of Kress and Van Leeuwen. According to the analysis results, the images in English environmental advertisements are usually high modal, showing real natural scenes, and rarely showing significance in the images, according to the results of the analysis, the Chinese and English multimodal environmental advertisements are very different in some aspects, and the results of the analysis show that the images in the English environmental protection advertisements are usually high in modality. The moods in Chinese images are mostly designed scenes with medium and high moods, and the images are more significant. Most of the languages in English advertisements are below the images, and most of the graph-text relations are image-oriented, and the images can basically express the complete meaning independently. The language in Chinese advertisement appears in the image, the image and the language act together to express the meaning, the language is a part of the image meaning, The results of the study are helpful for people to understand Chinese and English environmental protection public service advertisements accurately and comprehensively, and lay the foundation for further contrastive study of more modes in the future. It also suggests the importance of developing multimodal reading skills.
【学位授予单位】：山西师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H315;H15

【参考文献】