系统符号学视角下的公益广告多模态语篇分析

发布时间：2018-04-11 05:26

本文选题：多模态语篇分析 + 视觉语法　；参考：《西安外国语大学》2013年硕士论文

【摘要】：最近几年，公益广告在中国如雨后春笋般迅速发展，与此同时，此类广告也受到了来自语言学界各位学者的关注，公益广告在本文中同样也占据了主角地位。因为本文旨在通过采用以下即将提到的语言学理论来深入研究此类广告。鉴于本文的研究意义，我们大家都知道，公益广告的目的在于告知或者警告人们当前社会或者世界存在或者即将出现的问题,例如，，环境污染问题，资源短缺问题等等。以便看到广告的人能够改变自己的想法或者行为来解决问题。因此，公益广告的最突出的特色之一就是高度的说服力，为了提高说服力，公益广告有大量的彩图，图片，文字，语音等共存的现象，这也就是为什么我们要把这一类广告作为多模态语篇研究的目标。本文研究的目的有两个，第一，我们将Luween以及Kress的视觉语法引用过来，旨在看看其是否适应于公益广告研究，拓宽其适用性。第二，我们希望通过这个研究来提高公益广告的可阅读性，同时也给广告设计者一些启发。作为多模态语篇的代表，公益广告确实当之无愧，因为一，公益广告中包含了多种语态，比如说文字，彩图，语音，第二，这些语态甚至可以共存于同一语篇。在这篇文章中，我们应用到了韩里德的功能语法，同时也采用了视觉语法，两者相互补充。本文的研究语料主要来自公益广告网（(http//www.gongyigg.cn)，以及中国广告网(http//www.chinaadren.com)。除此之外，本文还采用了案例分析的方法，以期找出各种模态之间更深层次的联系。根据本文的研究结果，我们知道，各个模态的出现都非偶然，相反，它们是根据一定的规则排列组合，来达到增强广告宣传意义的结果，或者它们是彼此不可或缺的意义传递的合作伙伴，使广告的功能达到最好。总之，它们都是按照一定的顺序合并在一个广告中的。通过采用视觉语法和功能语法对公益广告的研究，可以进一步拓宽这两个理论的应用范围，进一步证明这些理论同样可以用来分析公益广告。此外，我们也可以提高公益广告的可阅读性，让语言学理论能够影响到广告设计者，以此设计出更好的广告。
[Abstract]:In recent years, public service advertising has been developing rapidly in China. At the same time, this kind of advertising has also been concerned by scholars from the linguistic field. Public service advertising has also occupied the leading role in this paper.The purpose of this paper is to study this kind of advertising in depth by using the following linguistic theories.In view of the significance of this study, we all know that the purpose of public service advertising is to inform or warn people of the existing or imminent problems in the current society or the world, such as environmental pollution, shortage of resources and so on.So that people who see ads can change their mind or behavior to solve problems.Therefore, one of the most prominent features of public service advertising is its high degree of persuasiveness. In order to improve its persuasion, public service advertising has a large number of color pictures, pictures, words and sounds.This is why we should take this kind of advertisement as the target of multimodal discourse research.The purpose of this study is twofold. First, we refer to the visual grammar of Luween and Kress in order to see if they are suitable for the study of public service advertising and broaden their applicability.Second, we hope to improve the readability of public service advertising through this study, but also to give advertising designers some inspiration.As the representative of multimodal discourse, public service advertisement is worthy of the meaning. Firstly, public service advertisement contains many kinds of voice, such as text, color picture, pronunciation, and second, these voices can even coexist in the same text.In this article, we apply Harriet's functional grammar and visual grammar to complement each other.The research corpus of this paper is mainly from http / / / www.gongyigg.cn.com and China Advertising Web site http / / www.adren.com.com.In addition, a case study method is used to find out the deeper relationship between different modes.According to the results of this study, we know that the appearance of each modal is not accidental, on the contrary, they are arranged and combined according to certain rules to achieve the result of enhancing the significance of advertising.Or they are partners in the transmission of meaning that is indispensable to each other, making advertising work to the best of its ability.In short, they are all combined in a certain order in one advertisement.By using visual grammar and functional grammar to study public service advertising, we can further broaden the scope of application of these two theories, and further prove that these theories can also be used to analyze public service advertising.In addition, we can also improve the readability of public service advertising, so that linguistic theory can influence the advertising designers to design better advertising.
【学位授予单位】：西安外国语大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H146

【参考文献】