“娃哈哈”饮料平面广告多模态话语分析
发布时间：2022-07-22 15:34
20世纪60年代中期话语分析发展成为一个集中研究语言系统和语义结构的独立研究领域。但它忽视了对诸如图像,声音,颜色等其他意义表现形式的研究,存在较大的局限性。多模态话语分析的出现弥补了话语分析的不足。在饮料业这个成熟的市场中,各饮料公司都大力投资广告来宣传产品,其中易于传播、价格灵活的平面广告占据大份额的投资比例。平面广告把商品信息以图片、文字等形式传递出来,构成要素主要包括文字、插图、商标和色彩,是典型的多模态语篇。本文通过对从“娃哈哈”官网上收集了十大饮料品种的50副经典平面广告进行多模态话语分析,建立了一个较为全面的从符内符际双视角的分析框架:主要从韩礼德的系统功能语法中的及物性、语气和主位结构三个系统来分析文字符号的意义,从克勒斯和凡·勒文的视觉语法中的再现、互动和构图意义三方面探讨图像符号的意义,最后从符际互补理论来分析文字符号和图像符号之间的相互关系以及两者如何共同构建整体意义。研究的主要发现是:在文字符号意义分析上,“娃哈哈”平面广告主要运用传递客观意义的语言系统来进行产品的宣传,其中及物性中的存在过程、陈述语气和标记主位运用较为频繁;在图像符号意义分析上,图像通过构建再...
【文章页数】：105 页
【学位级别】：硕士
【文章目录】：
Acknowledgements
Abstract
摘要
Introduction
Background of the study
Purpose of the study
Significance of the study
Organization of the thesis
Chapter One Literature Review
1.1 Definition of Two Key Concepts
1.1.1 Multimodal Discourse
1.1.2 Beverage Print Ads
1.2 Previous Studies on Multimodal Discourse Analysis
1.2.1 Previous Studies on Multimodal Discourse Analysis Abroad
1.2.2 Previous Studies on Multimodal Discourse Analysis at Home
1.3 Previous Studies on Beverage Print Ads
Chapter Two Theoretical Foundations
2.1 Mode and Modality
2.2 Multimodal Discourse Analysis
2.2.1 Systemic Functional Grammar
2.2.2 Visual Grammar
2.2.3 Intersemiotic Complementarity
Chapter Three Research Methodology
3.1 Research Purposes
3.2 Research Approaches
3.3 Data Collection
Chapter Four Data Analysis and Discussion
4.1 The Features of Verbal Modes from Systemic Functional Grammar
4.1.1 Transitivity
4.1.2 Mood and Modality
4.1.3 Thematic Structure
4.2 The Features of Visual Modes from Visual Grammar
4.2.1 The Representational Meaning
4.2.2 The Interactive Meaning
4.2.3 The Compositional Meaning
4.3 The Relation Between Images and Words
4.3.1 Intersemiotic Representational Complementarity
4.3.2 Intersemiotic Interpersonal Complementarity
4.3.3 Intersemiotic Compositional Complementarity
Conclusion
Bibliography
攻读学位期间取得学术成果
Appendix A
Appendix B
本文编号：3664875
【文章页数】：105 页
【学位级别】：硕士
【文章目录】：
Acknowledgements
Abstract
摘要
Introduction
Background of the study
Purpose of the study
Significance of the study
Organization of the thesis
Chapter One Literature Review
1.1 Definition of Two Key Concepts
1.1.1 Multimodal Discourse
1.1.2 Beverage Print Ads
1.2 Previous Studies on Multimodal Discourse Analysis
1.2.1 Previous Studies on Multimodal Discourse Analysis Abroad
1.2.2 Previous Studies on Multimodal Discourse Analysis at Home
1.3 Previous Studies on Beverage Print Ads
Chapter Two Theoretical Foundations
2.1 Mode and Modality
2.2 Multimodal Discourse Analysis
2.2.1 Systemic Functional Grammar
2.2.2 Visual Grammar
2.2.3 Intersemiotic Complementarity
Chapter Three Research Methodology
3.1 Research Purposes
3.2 Research Approaches
3.3 Data Collection
Chapter Four Data Analysis and Discussion
4.1 The Features of Verbal Modes from Systemic Functional Grammar
4.1.1 Transitivity
4.1.2 Mood and Modality
4.1.3 Thematic Structure
4.2 The Features of Visual Modes from Visual Grammar
4.2.1 The Representational Meaning
4.2.2 The Interactive Meaning
4.2.3 The Compositional Meaning
4.3 The Relation Between Images and Words
4.3.1 Intersemiotic Representational Complementarity
4.3.2 Intersemiotic Interpersonal Complementarity
4.3.3 Intersemiotic Compositional Complementarity
Conclusion
Bibliography
攻读学位期间取得学术成果
Appendix A
Appendix B
本文编号：3664875
本文链接：https://www.wllwen.com/wenyilunwen/yuyanxuelw/3664875.html
