Gender Identity in Advertisements: Critical Multimodal Disco

发布时间：2023-04-21 19:05

　　社会意识体现在广告中的人物形象塑造的过程中,广告中的人物形象可以成为分析社会性别差异问题的研究对象。因此,本研究主要通过分析美国的杂志广告,来了解当今美国广告中性别构建的方式以及男性和女性在杂志中性别身份的体现。 由于至少混合了文字和图像的语篇形式,广告语篇是多模态语篇的典型形式。并且考虑到本文的研究目的,所以本研究利用批判性多模态语篇分析来进行研究。为了批判性研究广告的文字和图像,本研究结合了Fairclough的三维语篇框架和Kress和Van Leeuwen的视觉语法框架,对比分析了五组广告。这些广告均来自美国健康杂志Men’s Health和Women’s Health,并且分别以男性和女性为目标读者。 研究发现,这些广告的图像设计和文字都构建了传统的人物性别身份特点。其中,男性树立的是一种权威、客观,强壮、独立、充满知识的形象;但是,女性的性别形象却是敏感、主观、性感、依赖和易被物化。

【文章页数】：71 页

【学位级别】：硕士

【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
CHAPTER I INTRODUCTION
    1.1 Research Background
    1.2 The Purpose and Significance of the Present Thesis
    1.3 The Structure of the Thesis
CHAPTER II LITERATURE REVIEW
    2.1 Advertising Discourse and Multimodal Discourse
        2.1.1 Multimodal Discourse
        2.1.2 Advertising Discourse
    2.2 Development of Critical Multimodal Discourse Analysis
        2.2.1 Critical Discourse Analysis
        2.2.2 Critical Multimodal Discourse Analysis
    2.3 Construction of Gender Identity
        2.3.1 Gender Identity
        2.3.2 Construction of Gender Identity in Discourse
         2.3.3 Gender Identities in Advertising
CHAPTER III A COMBINED ANALYSITC FRAMEWORK
    3.1 Fairclough’s Three-Dimensional Framework of Discourse
    3.2 Kress and Van Leeuwen’s Visual Grammar
        3.2.1 Three Metafunctions of Visual Images
        3.2.2 Modality
CHAPTER VI COMPARATIVE ANALYSIS
    4.1 Research Questions
    4.2 Data Collection
    4.3 Procedure of Analysis
    4.4 Case Study
        4.4.1 CASE 1 The Advertisements of Athlete Shoes – Shape-ups
        4.4.2 Case 2 The Advertisements of Snack –Almonds
        4.4.3 Case 3 The Advertisements of Body Wash
        4.4.4 Case 4 The Advertisements of Pet Food
        4.4.5 Case 5 The Advertisements of Fashion clothing
CHAPTER FIVE CONCLUSION
    5.1 Summary of the Major Findings
    5.2 Limitations and Suggestions for the Future Study
References



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