中美杂志广告中的性别角色跨文化对比分析

发布时间：2017-10-23 23:09

  本文关键词：中美杂志广告中的性别角色跨文化对比分析

  更多相关文章： 广告 多模态批评话语分析 视觉语法 系统功能语法 性别角色

【摘要】：在特定的社会群体或者系统中,由文化决定的男女两性的行为规范就是性别角色(康奈尔,1987,p.165)。考特尼和惠普尔(1983)研究发现,在广告中,传统的性别角色比非传统的性别角色更有效。然而,在不同国家或文化,男女的性别角色规范差异会非常大。因此,当代中美财经杂志中的性别角色跨文化对比是值得研究的。许多学者已经从营销学、批评语言学、内容分析甚至是多模态批评话语分析的视角对这个问题进行了研究。马金和迈尔2012年第一次在其专著中提到多模态批评话语分析的概念,它是对传统批评话语分析的发展并认为图像和文本在杂志广告中共同构建意义,目的是为了揭露意义背后的意识形态。本论文采用马金和迈尔的多模态批评话语分析视角,结合了雷斯和范?莱文的视觉语法和韩礼得的系统功能语法,从中美两国财经杂志中选出含有男女两性的广告并用定量和定性的方法对其隐含的性别角色进行研究。研究按图像和文本分析两个步骤进行。在图像分析中采用了定量的方法,用考特尼和洛克瑞次(1971)的分类表对从中美两国财经杂志中选出的广告进行分类和统计并得出男女性别角色的差异。在此基础上,用克雷斯和范?莱文的视觉语法和韩礼得的系统功能语法对一则商业项目广告做具体的分析,以进一步发现杂志广告中图像和文本是怎样共同构建性别角色以及性别角色的多模态构建对产品促销的作用。结果发现中国杂志广告中的性别角色是传统而死板的,而美国杂志广告中的性别角色是多样的,霍夫斯泰德的阳性维度依然可以解释性别角色的差异。图像的表征意义和文本的概念意义通过具体化,意义增补和插图说明的关系来构建性别角色。性别角色的多模态构建能增加广告的可信度,使广告商更容易地与顾客建立关系并通过可能的阅读路径来凸显产品的优点。广告商运用多模态广告的最终目的是为了更好地促销产品。总之,这篇论文的结论不仅对两国的广告商来说非常有实用性,而且对那些对杂志广告中暗含的性别角色没有觉察意识的普通大众也非常实用。该论文的理论意义在于它揭示了当代中美两国杂志广告中的性别角色并且证明了多模态批评话语分析的实用性。
【关键词】：广告 多模态批评话语分析 视觉语法 系统功能语法 性别角色
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：H146;H314
【目录】：

• ACKNOWLEDGEMENTS5-6
• ABSTRACT6-8
• 摘要8-12
• LIST OF ABBREVIATIONS12-14
• CHAPTER ONE INTRODUCTION14-20
• 1.1 Research background14-16
• 1.2 Significance and rationale of the present thesis16-17
• 1.3 Research questions17-18
• 1.4 Organization of the thesis18-20
• CHAPTER TWO LITERATE REVIEW20-40
• 2.1 Previous studies on advertisements abroad and at home20-22
• 2.2 Researches on multimodal discourse analysis abroad and at home22-25
• 2.3 Development of multimodal critical discourse analysis25-29
• 2.3.1 Critical discourse analysis25-27
• 2.3.2 Multimodal critical discourse analysis27-29
• 2.4 Gender roles and gender stereotypes29-32
• 2.5 Previous researches on gender role portrayals of men and women in advertising32-38
• 2.5.1 Gender role studies from the perspective of marketing32-33
• 2.5.2 Gender role studies from the perspective of critical linguistics33
• 2.5.3 Gender role studies from the perspective of multimodal critical discourse analysis2033-34
• 2.5.4 Cross-cultural comparison of gender role studies from the perspective of contentanalysis34-38
• 2.6 Conclusion38-40
• CHAPTER THREE THEORETICAL FRAMEWORK40-50
• 3.1 Halliday’s Systemic functional grammar40-43
• 3.1.1 Ideational Function41-42
• 3.1.2 Interpersonal Function42-43
• 3.1.3 Textual Function43
• 3.2 Kress and Van Leeuwen’s visual grammar43-48
• 3.2.1 The representational meaning44-45
• 3.2.2 The Interpersonal meaning45-46
• 3.2.3 The compositional meaning46-48
• 3.3 The advantage of combining SFG and VG48-50
• CHAPTER FOUR RESEARCH PROCEDURES50-54
• 4.1 Methods and data collection50-51
• 4.2 Specific procedures51-54
• CHAPTER FIVE QUANTITATIVE ANALYSIS OF DIFFERENT ROLES OF MALES AND FEMALES54-68
• 5.1 The percentage of males and females portrayed as spokespersons in both magazines54-56
• 5.2 The percentage of males and females portrayed in working or non-working roles56-58
• 5.3 The percentage of males and females appearing together with others58-59
• 5.4 The percentage of male’s and females’ working roles portrayed59-61
• 5.5 The percentage of males and females portrayed in non-working roles61-63
• 5.6 Differentiation score by subtracting the percentage of females from the percentage ofmales in each role63-64
• 5.7 Explanation of the result from Hofstede’s masculinity dimension64-68
• CHAPTER SIX MULTIMODAL DISCOURSE ANALYSIS OF BUSINESS PROGRAM ADVERTISEMENTS68-102
• 6.1 Classification of the visual and textual elements in business program advertisements69-71
• 6.2 Textual analysis of two business program advertisements71-80
• 6.2.1 Ideational function of textual elements73-76
• 6.2.2 Interpersonal function of textual elements76-78
• 6.2.3 Textual function of textual elements78-80
• 6.3 Visual analysis of two business program advertisements80-91
• 6.3.1 Representational meaning of visual elements81-86
• 6.3.2 Interactive meaning of visual elements86-88
• 6.3.3 Compositional meaning of visual elements88-91
• 6.4 Cooperation between visual and textual elements91-102
• 6.4.1 Cooperation between representational meaning and ideational function in genderrole construction of American advertisement92-95
• 6.4.2 Cooperation between representational meaning and ideational function in genderrole construction of Chinese advertisement95-97
• 6.4.3 Cooperation between interactive meaning and interpersonal function in consumerrelationship construction of American advertisement97-100
• 6.4.4 Cooperation between interactive meaning and interpersonal function in consumerrelationship construction of Chinese advertisement100-102
• CHAPTER SEVEN CONCLUDING REMARKES102-110
• 7.1 Summary of major findings102-106
• 7.2 Implications106-107
• 7.3 Limitations107-110
• REFERENCES110-120

【共引文献】

中国硕士学位论文全文数据库 前1条

1 孙惠燕;领土争端新闻语篇中意识形态的批评性话语分析[D];山东大学;2014年

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