中美可口可乐视频广告的多模态话语对比分析

发布时间：2018-05-14 21:21

本文选题：多模态话语分析 + 可口可乐视频广告　；参考：《安徽大学》2017年硕士论文

【摘要】：由于我们正处在一个注意力资源稀缺的时代,商业广告设计者通常在有限的篇幅内充分利用视觉、听觉等感官刺激来吸引观众的注意。然而,以往对广告的多模态研究主要局限于对其语言和图像的研究,而对听觉模态如声效、音乐等的研究较少。鉴于此,为了阐明视频广告的多模态特性,本研究以中美各十篇可口可乐视频广告作为研究对象,在视觉语法和听觉语法构成的改良框架下进行多模态话语对比分析,并尝试阐明中美视频广告模态异同的原因。研究发现,本研究中的视觉和听觉模态互相补充,共同构建语篇的整体意义。其中,具有丰富表现力的视觉模态(包括图像和文字)起着信息和情感交流的主导作用;听觉模态(包括音乐、声效和言语)除了提高广告的审美价值之外,还起到了强化和突出产品特色的作用。另外,中美可口可乐广告均更偏向于宣传商品的符号性价值,并频繁通过采用低角度视角和高模态将可口可乐形象展现得更具吸引力。此外,美国可口可乐视频广告并不依赖于文字描述,因其广告中经常出现音乐和主题歌曲而不经常使用言语(包括独白,旁白和对话)。相比之下,言语(尤其言语重复)在中国可口可乐视频广告中很普遍。造成中美两国可口可乐视频广告中差异的原因多反映在文化价值取向方面:在大部分情况下,中国的广告经常使用朋友或家庭成员完美和谐相处的画面来强调一致性和集体利益至上,而美国广告则常常以独特性和个人成就作为卖点。此外,与美国人坦率、直言不讳的表达方式相比,中国人在表达上倾向于间接婉转。这项研究不仅证明了多模态话语分析的巨大价值,还为国际广告制作者提供了在不同国家使用对应广告策略的启示。
[Abstract]:Because we are in an era of scarce attention resources, commercial advertising designers usually make full use of visual, auditory and other sensory stimuli to attract audience attention in limited space. However, in the past, the multi-modal study of advertising was mainly confined to the study of language and image, but the study of auditory modes such as sound effect and music was less. In view of this, in order to elucidate the multi-modal characteristics of video advertising, this study takes ten Coca-Cola video advertisements in China and the United States as research objects, and makes a comparative analysis of multi-modal discourse under the improved framework of visual grammar and auditory grammar. And tries to clarify the Chinese and American video advertising mode similarities and differences reasons. It is found that the visual and auditory modes complement each other to construct the overall meaning of the discourse. Among them, visual modes with rich expressiveness (including images and words) play a leading role in information and emotional communication; auditory modes (including music, sound effects and speech) not only enhance the aesthetic value of advertising, but also enhance the aesthetic value of advertising. Also played the role of strengthening and highlighting the characteristics of products. In addition, Coca-Cola advertisements in China and the United States are more inclined to promote the symbolic value of the product, and frequently use low-angle and high-modal to show the Coca-Cola image more attractive. In addition, Coca Cola video ads in the United States do not rely on word descriptions because they often contain music and theme songs rather than words (including monologues, narratives and dialogue). By contrast, words (especially verbal repetition) are common in Chinese Coca-Cola video ads. The reasons for the differences in Coca-Cola video advertising between China and the United States are mostly reflected in the cultural value orientation: in most cases, Chinese ads often use images of friends or family members to live in perfect harmony to emphasize consistency and collective interest, while American ads often sell on uniqueness and personal achievement. In addition, the Chinese tend to express themselves more indirectly than Americans are candid and outspoken. This study not only proves the great value of multimodal discourse analysis, but also provides inspiration for international advertising makers to use corresponding advertising strategies in different countries.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H315;H15

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