多模态平面商业广告语篇的衔接研究

发布时间：2018-06-26 08:55

本文选题：多模态话语 + 商业广告　；参考：《武汉科技大学》2012年硕士论文

【摘要】：随着科学技术以及网络的迅速发展，传统意义上语言的主导地位正受到来自诸如图片，声音以及颜色等非语言符号系统的挑战。结合语言，非语言社会符号在日常交际和信息传播中的作用越来越明显。人们发现，单纯从语言角度已经不能对话语进行深入准确的分析和研究，而必须把多种媒体和多种模态结合起来进行解读。以语言为主要研究对象的传统话语分析也要向更加复杂的、包含更多符号系统的多模态话语分析转变。要对各个模态中表达的意义进行综合解读，传统的以语言为研究对象的语法显然已经无法满足要求。这就需要建构新的能够解读多模态语篇中多个符号系统的语法体系。Kressvan Leeuwen(1996)以系统功能语言学理论为基础，建立了分析视觉图像的语法框架，为多模态话语分析提供了理论基础和分析方法。在交际和传播日益多模态化的背景下，广告话语也呈现出多种形态。但是以往的广告话语分析都集中在文本上，，很少涉及图片、动画、声音和颜色等多种意义层面。作为语篇分析的核心，在视觉语法出现之前，语篇衔接的研究主要集中在纯文本的单模态研究上。Kressvan Leeuwen视觉语法的提出为广告话语的多模态分析提供了可能。本文基于前人提出的衔接理论及多模态语篇图文关系的研究，以视觉语法和评价理论为依托，结合系统功能语言学理论，创建了一个实验性的多模态语篇衔接框架以分析多模态平面商业广告语篇的图文衔接关系，旨在探讨商业广告中语言和图像等符号是通过何种衔接关系构建成一个完整意义的语篇，并说明多模态广告语篇中共现的多种符号模态如何聚合产生“合力”，共同参与意义表达从而影响消费者的意识形态，最终说服其购买广告中的产品。论文结合系统功能语法和视觉语法相关理论论证了衔接理论框架分析多模态语篇的可行性，打破了传统语篇衔接分析的局限，丰富了多模态广告语篇分析的研究维度，阐释了广告运用不同社会符号模态实现其宣传并最终说服顾客购买产品的目的。此外，本文还对广告中语言和图像的相互作用和聚合方式进行了较深入的分析。
[Abstract]:With the rapid development of science and technology and the Internet, the traditional dominant position of language is being challenged by non-linguistic symbol systems such as pictures, sounds and colors. Combined with language, the role of non-verbal social symbols in daily communication and information dissemination is becoming more and more obvious. It has been found that discourse can not be analyzed and studied in depth and accurately from the perspective of language, but must be interpreted in combination with multiple media and modes. The traditional discourse analysis, which focuses on language as its main object, has to be transformed into a more complex, multi-modal discourse analysis with more symbolic systems. In order to comprehensively interpret the meaning of each modal, the traditional grammar, which takes language as the object of study, is obviously unable to meet the requirements. Therefore, it is necessary to construct a new grammar system which can interpret multiple symbolic systems in multimodal discourse. Kressvan Leeuwen (1996), based on the theory of systemic functional linguistics, establishes a grammatical framework for the analysis of visual images. It provides a theoretical basis and analytical method for multimodal discourse analysis. In the context of increasingly multimodal communication and communication, advertising discourse also presents a variety of forms. But in the past, the analysis of advertising discourse focused on the text, rarely involving pictures, animation, sound and color and other aspects of meaning. As the core of discourse analysis, before the appearance of visual grammar, the study of discourse cohesion mainly focused on the single-modal study of pure text. The presentation of Kressvan Leeuwen visual grammar provides the possibility for multimodal analysis of advertising discourse. Based on the previous studies of cohesion theory and multi-modal text relations, this thesis is based on visual grammar and evaluation theory, combined with the theory of systemic functional linguistics. An experimental multimodal textual cohesion framework is created to analyze the graphic and textual cohesion of multimodal commercial advertising discourse. The purpose of this paper is to explore how the symbols such as language and image in commercial advertisements are constructed into a text with a complete meaning by means of the cohesive relations, and to explain how the multiple symbolic modes that exist in multimodal advertising texts converge to produce "resultant force". Participation in the expression of meaning affects the ideology of consumers and ultimately persuades them to buy products in advertisements. Combining the relevant theories of systemic functional grammar and visual grammar, this paper demonstrates the feasibility of analyzing multi-modal discourse within the framework of cohesion theory, which breaks the limitation of traditional discourse cohesion analysis and enriches the research dimension of multi-modal advertising discourse analysis. This paper explains the purpose of advertising using different modes of social symbols to promote and persuade customers to buy products. In addition, the interaction and aggregation of language and image in advertising are also analyzed.
【学位授予单位】：武汉科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H052

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