电影宣传片人际意义的多模态建构

发布时间：2018-03-17 15:53

本文选题：电影宣传片　切入点：人际意义　出处：《郑州大学》2012年硕士论文　论文类型：学位论文

【摘要】：电影宣传片是电影语篇的一种特殊次语类。其主要目的是劝说潜在的观众走进电影院去观看所宣传的电影。随着新科学技术的进步和电影工业的繁荣,电影宣传片在整个电影宣传过程中的地位变得越来越重要。电影宣传片一般长约2-3分钟。由于有多种符号资源例如动态图像,语言,声音,音乐等的参与和互动,电影宣传片是一种典型的动态多模态语篇。为了了解和欣赏电影宣传片如何达到劝说的效果。本文将对电影宣传片的人际意义进行多模态语篇分析。多模态语篇分析是系统功能理论扩展到其他非语言符号资源的一种语篇分析方法。它把其他符号系统看作是和语言系统一样的具有意义潜势的社会符号形式。自90年代诞生以来,多模态语篇分析方法不仅被用来分析书面语篇还被运用于三维立体物体的分析如雕塑,建筑等。近些年来,动态多模态语篇如电影,电视广告等的分析是一个新的发展趋势和研究热点。基于系统功能语言学和视觉语法,本文致力于分析电影宣传片的人际意义的多模态建构。分析结果对于了解电影宣传片制作者如何运用各种语言和视觉资源以及不同符号系统之间的互动达到与潜在观众的互动和团结观众,说服他们买票去电影院观看将具有启迪性的作用。本研究根据雅虎电影报告,在年度观看最多的电影宣传片中,选了三十个电影宣传片建立一个小型语料库。并在其中随机抽选了六个不同类型电影的宣传片作为本文的分析语料。基于O'Halloran的电影分析模型,以镜头为基本的分析单位,目的是分析和识别多模态语篇中构建人际意义的语言和图像资源。分析结果表明：(1)在视觉系统中,宣传片制作者通过对电影宣传片的图像行为,社会距离,态度和情态的选择和设计,达到有效地建构互动意义,联络潜在观众的目的。(2)电影宣传片,作为一种特殊的广告形式,语言部分在整个多模态语篇的人际意义建构中扮演着重要的作用。在语言系统中,通过分析与视觉系统相对应的人际意义的四个方面表明宣传片制作者运用多种语言资源操纵互动,以期团结潜在观众。(3)另外我们还发现视觉系统和语言系统之间的加强和互补的关系。动态多模态语篇的综合人际意义是两个系统联合互动的结果。本文通过分析电影宣传片人际意义的多模态建构拓展了系统功能语言学和视觉语法运用于多模态语篇分析的研究。本文的分析有助于加深对电影宣传片这一典型的多模态语篇的了解,引起更多研究者对电影宣传片的关注。另外研究结果无论对于作为普通消费者的观众还是电影宣传片制作者的专业人士都将是有意义的。
[Abstract]:Film propaganda is a special sublingual category of film discourse. Its main purpose is to persuade potential audiences to go to the cinema to watch the films being advertised. With the development of new technology and the prosperity of the film industry, The position of the film propaganda film has become more and more important in the whole process of film promotion. The film propaganda film is usually about 2-3 minutes long. Because of the participation and interaction of a variety of symbolic resources such as dynamic image, language, sound, music, etc., Film propaganda is a typical dynamic multimodal discourse. In order to understand and appreciate how the film can achieve persuasive effect, this paper makes a multi-modal discourse analysis of the interpersonal meaning of the film. Multimodal discourse analysis is a discourse analysis method which extends the theory of system function to other non-linguistic symbolic resources. It regards other symbolic systems as social symbolic forms with the same potential as linguistic systems. Since its birth in 90s, Multimodal discourse analysis is used not only to analyze written texts but also to analyze three-dimensional objects such as sculpture and architecture. The analysis of TV advertisement is a new trend and research hotspot. Based on systemic functional linguistics and visual grammar, This paper is devoted to analyzing the multimodal construction of the interpersonal meaning of the film propaganda film. The results of the analysis are helpful to understand how the filmmakers use various language and visual resources as well as the interaction between different symbol systems. Where the audience interacts and unites the audience, Persuading them to buy tickets to the cinema would be instructive. In this study, according to the Yahoo Film report, among the most watched films of the year, Thirty films were selected to build a small corpus, and six different types of films were randomly selected as the analysis corpus. Based on the Ohn Halloran's model of film analysis, the basic unit of analysis was the lens. The purpose of this study is to analyze and identify the language and image resources that construct interpersonal meaning in multimodal discourse. The results show that in the visual system, the propagandists use the image behavior and social distance of the film. The choice and design of attitude and modality to effectively construct the interactive meaning and to reach the goal of contacting the potential audience, as a special form of advertising, Language plays an important role in the construction of interpersonal meaning in multimodal discourse. By analyzing the four aspects of interpersonal meaning corresponding to the visual system, it is shown that the producer of the propaganda film manipulates the interaction with various language resources. In addition, we also find that the relationship between visual system and language system is reinforced and complementary. The comprehensive interpersonal meaning of dynamic multimodal discourse is the result of the joint interaction between the two systems. By analyzing the multimodal construction of interpersonal meaning in film propaganda, this paper extends the research on the application of systemic functional linguistics and visual grammar to multimodal discourse analysis. The analysis in this paper is helpful to deepen the study of film propaganda. The understanding of multimodal discourse, More researchers are paying attention to the film, and the results will be meaningful for both the average consumer audience and the filmmakers.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J943.1

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