多模态电视公益广告的互动意义研究

发布时间：2018-07-10 14:32

本文选题：互动意义 + 多模态话语分析　；参考：《西北师范大学》2012年硕士论文

【摘要】：随着数字化和信息化时代的到来,人们对于信息的传递已经由单一的文字模态转变为多模态形式。多模态话语指运用听觉、视觉、触觉等多种感觉器官,通过语言、图像、声音、动作等多种符号系统进行交际,建构话语意义的话语形式。在话语分析领域,多模态话语分析也应用而生,并越来越多地受到人们的关注。在多模态话语分析的各个分支中,社会符号学视角下的多模态话语分析方法发展较为迅速。社会符号学角度的多模态话语分析方法以系统功能语言学为理论基础,将功能语法的三大元语言功能扩展到多模态话语分析中。迄今,多模态语篇分析还处于初级阶段,其中大量的研究集中于静态图像,而对动态图像、三维空间物体等的研究则颇少。因此本文从社会符号学角度出发,选取动态的电视公益广告语篇为研究对象,试图探讨电视公益广告语篇中图像模态和语言模态是如何共同构建其互动意义的。本文以Kress和van Leeuwen建立的视觉语法为主要理论框架,结合韩礼德的系统功能语法和评价理论,以定性研究为主,采用理论研究与语料分析相结合的方法,全面分析电视公益广告语篇中的互动意义。本文的分析包括三部分:首先分析图像是如何通过视觉接触、社会距离、视角和情态来建构互动意义；其次,从语气系统,人称系统和态度系统三方面分析语言是如何建构互动意义；最后从图文关系分析在广告语篇中,语言模态和文字模态是如何互相作用共同建构互动意义,以此达到说服公众的目的。通过分析本文得出的结论是：在公益广告语篇中,各种模态共同作用来建构其互动意义,表现和突出广告主题,达到说服公众的目的。总之,本文在一定程度上，，从理论上和实践上丰富了多模态话语分析的研究,也对公益广告语篇的研究有一定的启示意义。首先,本文分析了多模态话语分析对公益广告语篇互动意义的阐释,实践了视觉语法对于分析动态语篇的可行性。此外本文在研究过程中也有一定局限性,比如对于语言和图像之外的其他模态涉及甚少,希望今后的研究能在这一方面更丰富。
[Abstract]:With the advent of digital and information age, the transmission of information has changed from a single literal mode to a multi-modal form. Multi-modal discourse refers to the use of hearing, vision, touch and other sensory organs, through language, image, sound, action and other symbolic systems of communication, the construction of discourse meaning of the discourse form. In the field of discourse analysis, multimodal discourse analysis is also applied, and more people pay attention to it. In each branch of multimodal discourse analysis, the multimodal discourse analysis method from the perspective of social semiotics develops rapidly. The method of multimodal discourse analysis from the perspective of social semiotics is based on systemic functional linguistics and extends the three meta-linguistic functions of functional grammar to multimodal discourse analysis. Up to now, multimodal discourse analysis is still in its infancy, in which a great deal of research is focused on static images, but there are few studies on dynamic images, three-dimensional objects and so on. Therefore, from the perspective of social semiotics, this paper chooses the dynamic public service advertising discourse as the research object, and attempts to explore how the image mode and the language mode in the television public service advertising discourse construct their interactive meaning together. This paper takes the visual grammar established by Kress and van Leeuwen as the main theoretical framework, combining with Halliday's systematic functional grammar and evaluation theory, focusing on qualitative research and adopting the method of combining theoretical research with corpus analysis. A comprehensive analysis of the interactive significance of TV public service advertising discourse. The analysis of this paper includes three parts: first, it analyzes how the image constructs interactive meaning through visual contact, social distance, visual angle and modality; secondly, from the mood system, Personal system and attitude system analyze how language constructs interactive meaning. Finally, it analyzes how language modal and literal mode interact with each other to construct interactive meaning in advertising discourse. In order to convince the public. The conclusion of this paper is as follows: in the discourse of public service advertisement, various modes work together to construct its interactive meaning, to express and highlight the advertising theme, and to achieve the purpose of persuading the public. In a word, to some extent, this thesis enriches the study of multi-modal discourse analysis in theory and practice, and also has some enlightening significance for the study of public service advertising discourse. First of all, this paper analyzes the interpretation of the interactive meaning of public service advertising discourse by multi-modal discourse analysis, and practices the feasibility of visual grammar for dynamic discourse analysis. In addition, this paper also has some limitations in the research process, for example, there is little involved in other modes other than language and image, so we hope that the future research can be more abundant in this respect.
【学位授予单位】：西北师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H04

【参考文献】