“孝”平面公益广告互动意义多模态话语分析
发布时间：2021-01-10 12:23
随着经济的发展和综合国力的提升,传统文化及其倡导的道德观念越来越受到重视。此外,在中国人口老龄化日趋严重的形势下,孝道在解决养老问题上发挥举足轻重的作用。弘扬传统孝道精华思想,对于构建和谐家庭,建设和谐社会,培育爱国之情具有重要意义。然而,以往对孝道的研究大多从伦理学、历史学以及心理学角度进行,很少有学者从社会符号学视角对其进行分析。目前,越来越多的“孝”平面公益广告涌现出来。该语类是孝道思想通过图文传播的完美范例,成为多模态话语分析研究的新领域。在社会符号学研究路径下,国内广告语篇多模态话语研究集中于运用视觉语法对图像模态的三种意义进行解读,而较少对其中某一意义进行深入研究。另外,关于图像模态与文字模态如何“合力”构建意义的研究也不够深入。基于此,本研究以“孝”平面公益广告为研究对象,深入分析互动意义是如何通过图像模态,文字模态以及两者之间的关系表现出来的。本研究主要从中国公益广告网下载“孝”平面公益广告。按照严格的筛选标准（图文模态共存、图像模态有较强可读性、文字模态有句子结构）,遴选出66则合格广告。研究采取定性和定量相结合的方法。图像模态互动意义分析从接触、社会距离、视角和情态...
【文章来源】：西安外国语大学陕西省
【文章页数】：101 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
CHAPTER I INTRODUCTION
1.1 Research Background
1.2 Significance of the Present Study
1.3 Organization of the Thesis
CHAPTER II LITERATURE REVIEW
2.1 Overview of Filial Piety
2.1.1 Introduction to Filial Piety
2.1.2 Previous Studies on Filial Piety at Home
2.1.3 Previous Studies on Filial Piety Abroad
2.2 Overview of Multimodal Discourse Analysis
2.2.1 Definitions of Related Terms
2.2.2 Previous Studies on Multimodal Discourse Analysis Abroad
2.2.3 Previous Studies on Multimodal Discourse Analysis at Home
2.3 Summary
CHAPTER III THEORETICAL FOUNDATIONS
3.1 Interactive Meanings of Visual Mode
3.1.1 Contact
3.1.2 Social Distance
3.1.3 Perspective
3.1.4 Modality
3.2 Interpersonal Meanings of Verbal Mode
3.2.1 Mood System
3.2.2 Modality System
3.2.3 Person System
3.3 Interactive Meanings of Visual-Verbal Relations
3.4 Analytical Framework for the Study
3.5 Summary
CHAPTER IV METHODOLOGY
4.1 Research Questions
4.2 Data Collection
4.3 Research Procedure
CHAPTER V AN ANALYSIS OF INTERACTIVE MEANINGS OF PSAFPS
5.1 An Analysis of Interactive Meanings of Visual Mode of PSAFPs
5.1.1 Contact
5.1.2 Social distance
5.1.3 Perspective
5.1.4 Modality
5.1.5 Summary
5.2 An Analysis of Interpersonal Meanings of Verbal Mode of PSAFPs
5.2.1 Mood System
5.2.2 Modality System
5.2.3 Person System
5.2.4 Summary
5.3 An Analysis of Interactive Meanings of Visual-Verbal Relations of PSAFPs
CHAPTER VI CONCLUSION
6.1 The Major Findings
6.2 Limitations and Suggestions for Future Researches
REFERENCES
APPENDIX
本文编号：2968699
【文章来源】：西安外国语大学陕西省
【文章页数】：101 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
CHAPTER I INTRODUCTION
1.1 Research Background
1.2 Significance of the Present Study
1.3 Organization of the Thesis
CHAPTER II LITERATURE REVIEW
2.1 Overview of Filial Piety
2.1.1 Introduction to Filial Piety
2.1.2 Previous Studies on Filial Piety at Home
2.1.3 Previous Studies on Filial Piety Abroad
2.2 Overview of Multimodal Discourse Analysis
2.2.1 Definitions of Related Terms
2.2.2 Previous Studies on Multimodal Discourse Analysis Abroad
2.2.3 Previous Studies on Multimodal Discourse Analysis at Home
2.3 Summary
CHAPTER III THEORETICAL FOUNDATIONS
3.1 Interactive Meanings of Visual Mode
3.1.1 Contact
3.1.2 Social Distance
3.1.3 Perspective
3.1.4 Modality
3.2 Interpersonal Meanings of Verbal Mode
3.2.1 Mood System
3.2.2 Modality System
3.2.3 Person System
3.3 Interactive Meanings of Visual-Verbal Relations
3.4 Analytical Framework for the Study
3.5 Summary
CHAPTER IV METHODOLOGY
4.1 Research Questions
4.2 Data Collection
4.3 Research Procedure
CHAPTER V AN ANALYSIS OF INTERACTIVE MEANINGS OF PSAFPS
5.1 An Analysis of Interactive Meanings of Visual Mode of PSAFPs
5.1.1 Contact
5.1.2 Social distance
5.1.3 Perspective
5.1.4 Modality
5.1.5 Summary
5.2 An Analysis of Interpersonal Meanings of Verbal Mode of PSAFPs
5.2.1 Mood System
5.2.2 Modality System
5.2.3 Person System
5.2.4 Summary
5.3 An Analysis of Interactive Meanings of Visual-Verbal Relations of PSAFPs
CHAPTER VI CONCLUSION
6.1 The Major Findings
6.2 Limitations and Suggestions for Future Researches
REFERENCES
APPENDIX
本文编号：2968699
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