从多模态语篇分析的角度探究汉语医药广告中的劝说功能

发布时间：2018-06-22 05:26

本文选题：医药广告 + 互动意义　；参考：《兰州理工大学》2017年硕士论文

【摘要】：医药广告的最终目的是为了表达信息并劝说观众购买药品,因此理解广告中劝说性的构建不仅对广告制作人来说有很大的意义,对大众来说也具有重要的意义。目前对于公益广告和化妆品等广告的研究正如春笋般涌现出来,并且这些研究也产生了大量富有意义的成果,但是对于通过多模态的方法研究医药广告的案例则较少。本文旨在通过多模态分析的角度,尤其是通过多模态中的互动意义分析广告的劝说功能。本文中汉语医药广告的劝说性的研究是从互动意义的角度进行的,而多模态语篇的互动意义可通过语言和视觉两个方面进行。因此本文的医药广告也通过语言和视觉两个方面进行研究。作者从电视广告中收集了50条医药广告作为本文的语料,每条广告的持续时长不超过30秒。所收集的广告都是大众耳熟能详的,涉及感冒、咳嗽等常见疾病的医药广告。定性分析法可用于阐明医药广告中的互动意义如何通过语言和图片实现,以体现广告的劝说功能。在语言模态中,人际意义是通过语气系统、情态和人称系统实现的,而在视觉模态中,互动意义是通过接触、社会距离和视觉实现的。同时还采用Royce的符际互补理论研究语言模态和视觉模态是如何相互作用,构建互动意义并实现汉语医药广告中的劝说功能。本研究的结果如下:在语言模态中,陈述句语气是广告中使用最多的一种语气,祈使句的使用频率排其次。在情态方面,广告制作者使用频率较高的是高值模态算子和低值模态算子。在对人称代词的使用中,第一人称使用频率最高,第二人称次之。在视觉模态中,提供类图片在语料中使用频率较高。提供类图片向观众提供信息,而索取类图片要求观众采取相应的行动。就于社会距离而言,中镜头的使用频率最高。在视角的采用中,正面角度和平视角度的使用频率最高,正面角度和平视角度都有助于劝说功能的实现。广告中的符际互补通过符际加强和态度一致实现。希望本研究能丰富医药广告的研究范围,有助于观众或潜在消费者读懂医药广告中的劝说性语言,并采取更理智的购买行动。此外本文还有助于广告制作者创作出高质量的医药广告。
[Abstract]:The ultimate purpose of medical advertisement is to express information and persuade the audience to buy medicine, so understanding the persuasive construction in the advertisement is of great significance not only to the advertising producer but also to the public. At present, researches on public service advertising and cosmetics have sprung up like bamboo shoots, and these studies have also produced a lot of meaningful results, but there are few cases of pharmaceutical advertising through multi-modal methods. The purpose of this paper is to analyze the persuasive function of advertising from the point of view of multimodal analysis, especially through the interactive meaning of multimodal analysis. In this paper, the persuasive study of Chinese medical advertisements is carried out from the perspective of interactive meaning, while the interactive meaning of multi-modal discourse can be carried out through both linguistic and visual aspects. Therefore, the pharmaceutical advertising in this paper is also studied in two aspects: language and vision. The author collected 50 medical advertisements from TV advertisements as the corpus of this paper. The duration of each advertisement is less than 30 seconds. The collection of advertisements are familiar to the public, covering common diseases such as colds, cough, medical advertisements. Qualitative analysis can be used to explain how the interactive meaning in medical advertisements can be realized by language and pictures to reflect the persuasive function of advertisements. In language mode, interpersonal meaning is realized through mood system, modality and person system, while in visual mode, interactive meaning is realized through contact, social distance and vision. At the same time, Royce's complementary theory is used to study how language modal and visual mode interact, construct interactive meaning and realize persuasive function in Chinese medical advertisement. The results of this study are as follows: in language mode, declarative mood is the most frequently used mood in advertising, and imperative sentence frequency is the second. In the aspect of modality, the high value modal operator and the low value modal operator are used by the advertisers. In the use of personal pronouns, the first person is the most frequently used, followed by the second person. In visual mode, the class image is used more frequently in the corpus. Provide a class of pictures to provide information to the audience, and the request class picture requires the audience to take appropriate action. In terms of social distance, the use of lens is the highest frequency. In the use of visual angle, the positive angle and the parallel angle are the most frequently used, and the positive angle and the parallel angle are helpful to the realization of persuasion. The inter-symbol complementation in advertisement is realized through inter-symbol strengthening and attitude consistency. It is hoped that this study can enrich the scope of medical advertising and help the audience or potential consumers to understand the persuasive language of medical advertisements and take more rational purchasing actions. In addition, this paper also helps advertisers to create high-quality medical advertisements.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H136

【参考文献】