对汽车广告语篇的多模态话语分析
发布时间：2024-04-11 05:03
语篇分析自20世纪五六十年代产生以来，就一直受到语言学界广泛关注。它被广泛应用于各种语篇分析，如广告、剧本、政府公文等。研究内容侧重语言层面包括语音，语义和语言结构等。在众多语篇分析的理论中，Halliday的系统功能语法理论广为人知并得到广泛应用。但随着科学技术以及互联网的飞速发展，信息传播的方式也逐渐多样化，人们不再仅通过单一文本传递信息，而是包含多种模式，例如音频、图像、视频等。多种模式之间的界限也逐渐模糊起来。随着新模式应用不断增加，局限在语言层面将无法满足对新语篇研究的需要。在这种情况下，自20世纪90年代中期以来，语言学家把对语言研究的重心转移到对图像、声音、颜色等多模态交际手段研究。新的语篇研究方法应运而生，其中最具代表性的是由Kress和van Leeuwen提出的视觉分析法，该分析方法是在Halliday的系统功能语法基础上发展而来。 广告是传递信息的一种方式，而平面广告因为传递信息简洁明了，能瞬间扣住人心，是广告的主要表现手段之一。随着商业不断发展，平面广告在日常生活中随处可见，报纸、杂质、网页，平面广告无处不在。其一大特点就是包含多种模态，包括文案、图形、线条、色...
【文章页数】：71 页
【学位级别】：硕士
【文章目录】：
List of Tables and Figures
摘要
Abstract
Chapter One Introduction
1.1 Background of Present Research
1.2 Data Collection
1.3 Methodology
1.4 Organization of the Thesis
Chapter Two Literature Review
2.1 Previous Studies of Advertisements
2.2 Previous Studies of Discourse Analysis
2.3 Previous Studies of Visual Grammar
Chapter Three Theoretical Framework
3.1 An Overview of Systemic Functional Grammar
3.1.1 Experiential Metafunction
3.1.2 Interpersonal Metafunction
3.1.3 Textual Metafunction
3.2 An Overview of Visual Grammar
3.2.1 Representational Function
3.2.2 Interactive Function
3.2.3 Compositional Function
3.3 Summary
Chapter Four Data Analysis
4.1 Introduction
4.2 Analysis by Systemic Functional Grammar
4.2.1 Analysis from the Perspective of Experiential Metafunction
4.2.2 Analysis from the Perspective of Interpersonal Metafunction
4.2.3 Analysis from the Perspective of Textual Metafunction
4.3 Analysis by Visual Grammar
4.3.1 Analysis from the Perspective of Representational Function
4.3.2 Analysis from the Perspective of Interactive Function
4.3.3 Analysis from the Perspective of Compositional Function
Chapter Five Conclusion
5.1 Main Findings
5.1.1 Main Findings under Systemic Functional Grammar
5.1.2 Main Findings under Visual Grammar
5.1.3 Summary
5.2 Limitations of the Thesis
5.3 Suggestions for Future Study
Bibliography
发表论文及参加科研情况说明
Appendixes
Acknowledgements
本文编号：3950914
【文章页数】：71 页
【学位级别】：硕士
【文章目录】：
List of Tables and Figures
摘要
Abstract
Chapter One Introduction
1.1 Background of Present Research
1.2 Data Collection
1.3 Methodology
1.4 Organization of the Thesis
Chapter Two Literature Review
2.1 Previous Studies of Advertisements
2.2 Previous Studies of Discourse Analysis
2.3 Previous Studies of Visual Grammar
Chapter Three Theoretical Framework
3.1 An Overview of Systemic Functional Grammar
3.1.1 Experiential Metafunction
3.1.2 Interpersonal Metafunction
3.1.3 Textual Metafunction
3.2 An Overview of Visual Grammar
3.2.1 Representational Function
3.2.2 Interactive Function
3.2.3 Compositional Function
3.3 Summary
Chapter Four Data Analysis
4.1 Introduction
4.2 Analysis by Systemic Functional Grammar
4.2.1 Analysis from the Perspective of Experiential Metafunction
4.2.2 Analysis from the Perspective of Interpersonal Metafunction
4.2.3 Analysis from the Perspective of Textual Metafunction
4.3 Analysis by Visual Grammar
4.3.1 Analysis from the Perspective of Representational Function
4.3.2 Analysis from the Perspective of Interactive Function
4.3.3 Analysis from the Perspective of Compositional Function
Chapter Five Conclusion
5.1 Main Findings
5.1.1 Main Findings under Systemic Functional Grammar
5.1.2 Main Findings under Visual Grammar
5.1.3 Summary
5.2 Limitations of the Thesis
5.3 Suggestions for Future Study
Bibliography
发表论文及参加科研情况说明
Appendixes
Acknowledgements
本文编号：3950914
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