公益广告图文评价意义的认知研究

发布时间：2018-03-04 02:20

本文选题：图文公益广告　切入点：图文隐喻　出处：《南京航空航天大学》2013年硕士论文　论文类型：学位论文

【摘要】：商业的繁荣逐渐提高了人们的生活水平，但是与之相应的一系列社会问题也日益凸显出来，如自然生态的失衡、伦理道德的沦丧。为了唤起人们对这些问题的重视，公益广告应运而生，因此公益广告的研究具有一定的社会现实意义。本研究以评价理论和多模态隐喻为理论框架，应用多模态语篇分析法，通过统计分析英语公益广告的语言和图像的认知评价特点，探讨关爱类、恐惧类和满意类英语公益广告中的语言和图像符号系统的人际互动意义实现方式，分析影响广告受众的认知过程。研究发现，在三类公益广告中，情感资源是最主要的态度实现方式，判断、介入资源次之。具体类别中表现各有所特点。在关爱类广告中，使用最频繁的情感资源是高兴和满足，设计者旨在通过展现美好的画面来激发受众的爱心；在判断子系统中，正面才干资源利用最多，通过肯定大众的能力，以赢得他们的信任并促使他们立即采取积极行动；介入资源中使用最多的是话语引发，借助对读者表示尊重并更好地说服他们。在恐惧类广告中，使用最频繁的情感资源是安全和满足，广告通过恐怖的画面向读者施加压力，进而阻止这类行为的发生；在判断子系统中，正当性资源使用最多，旨在表达对此类行为的谴责和禁止；介入资源中使用最广泛的是话语收缩中的否认，用于直接反对读者的不合适的观点和行为。在满意类广告中，使用最频繁的情感资源是高兴和满足，广告向读者客观的呈现社会事实，并让读者去做出判断；在判断子系统中，正当性资源使用最广泛，用于表达对此类行为的不赞同；介入资源中使用最多的是话语收缩中的否认。此外，在三类广告中，级差资源中使用最广泛的是加强的语势，广告设计者用这种语言策略来肯定他自己所作出的态度评价，以说服读者持相同观点。本研究还发现，，图像和语言在构建隐喻和评价意义的过程中呈现共现和互补两种关系。在共现类公益广告中，图像和语言可以独立构建隐喻和评价意义。由于图像的解读具有多向性，语言锚定图像的意义，点明图像的主题。在互补类公益广告中，语言协助图像构建隐喻和评价意义，图像与语言相互补充、相互加强。通过直观呈现具体的事物或场景，图像细化、充实语言信息。因此，与语言相比，图像能更丰富、更形象的表现评价意义。研究期望能给读者和广告设计者提供参考，促进读者和广告设计者之间的交流，进而为设计者创造出更有效的公益广告提供借鉴。
[Abstract]:The prosperity of commerce has gradually improved the living standard of people, but a series of social problems have become more and more prominent, such as the imbalance of natural ecology, the decline of ethics and morality, in order to arouse people's attention to these problems. Therefore, the study of public service advertising has a certain social practical significance. This study takes evaluation theory and multi-modal metaphor as the theoretical framework and applies multi-modal discourse analysis. Based on the statistical analysis of the cognitive evaluation characteristics of language and images in English public service advertising, this paper probes into the ways to realize the interpersonal interaction meaning of language and image symbol systems in English public service advertisements of love, fear and satisfaction. Analyze the cognitive process that affects the advertising audience. The study found that among the three types of public service advertising, emotional resources are the most important way to achieve attitude, judgment and intervention of resources are the second. The most frequently used emotional resources are pleasure and contentment. The designers aim to inspire the love of the audience by presenting beautiful pictures. In the judgment subsystem, positive talent resources are used the most, by affirming the ability of the public. In order to win their trust and prompt them to take immediate positive action; the most frequently used intervention resources are utterances, by showing respect to the reader and by better persuading them. The most frequently used emotional resources are security and satisfaction, and advertising exerts pressure on readers through horrific images to prevent such acts from happening; in the judgment subsystem, legitimate resources are used the most. The aim is to express condemnation and prohibition of such acts; the most widely used intervention resources are denials in discourse contraction, which are used to directly oppose inappropriate views and behaviors of readers. The most frequently used emotional resources are pleasure and satisfaction, advertisements objectively present social facts to readers and let readers make judgments, in the judgment subsystem, legitimate resources are most widely used to express disapproval of such behavior. In addition, among the three types of advertisements, the most widely used among the three kinds of advertising resources is the reinforcement of the language, the advertising designer uses this language strategy to confirm his own attitude evaluation. To persuade the reader to hold the same view. The present study also finds that image and language are co-existing and complementary in the process of constructing metaphor and evaluating meaning. Image and language can independently construct metaphor and evaluation meaning. Because of the multi-directional interpretation of image, language anchors the meaning of image and points out the theme of image. In complementary public service advertisement, language helps to construct metaphor and evaluation meaning of image. Image and language complement each other and reinforce each other. Through visual presentation of specific things or scenes, images refine and enrich language information. Therefore, compared with language, images can be more abundant and more visual performance evaluation significance. The research is expected to provide reference for readers and advertising designers, promote the communication between readers and advertising designers, and then provide reference for designers to create more effective public service advertising.
【学位授予单位】：南京航空航天大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H136

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