英文房地產(chǎn)廣告中意識(shí)形態(tài)滲透過(guò)程的多模態(tài)批評(píng)性分析
發(fā)布時(shí)間：2018-12-28 15:13
【摘要】：進(jìn)入媒體時(shí)代以來(lái)，我們就被越來(lái)越多的圖像所包圍，從網(wǎng)絡(luò)到廣告，圖像無(wú)處不在。特別是在廣告中，圖像扮演著尤其重要的角色，而其中的語(yǔ)言文字也以其獨(dú)特魅力引起了語(yǔ)言學(xué)界的極大興趣。同時(shí)，廣告商通過(guò)其他非語(yǔ)言符號(hào)來(lái)達(dá)到特定的目的，對(duì)消費(fèi)者進(jìn)行控制。目前，報(bào)紙上有大量制作精美的房地產(chǎn)廣告影響著人們的消費(fèi)意識(shí)和價(jià)值觀(guān)念，廣告語(yǔ)篇中的語(yǔ)言符號(hào)和非語(yǔ)言符號(hào)均被賦予了特定的意識(shí)形態(tài)意義，，來(lái)達(dá)到意識(shí)形態(tài)滲透的目的，因此，消費(fèi)者需要提高自己的多模態(tài)話(huà)語(yǔ)識(shí)讀能力。本文選取《紐約時(shí)報(bào)》中的20篇房地產(chǎn)廣告作為研究語(yǔ)料，遵循批評(píng)性話(huà)語(yǔ)分析的分析理念，將批評(píng)性話(huà)語(yǔ)的分析視角由傳統(tǒng)的文本語(yǔ)篇擴(kuò)展到兼有文本和圖像的多模態(tài)語(yǔ)篇。對(duì)廣告中的圖片采用Kressvan Leeuwen提出的圖像語(yǔ)法的分析方法，對(duì)文字采用NormanFairclough提出的批評(píng)性話(huà)語(yǔ)分析的分析框架，從及物性系統(tǒng)角度對(duì)文字進(jìn)行批評(píng)性分析。運(yùn)用定性分析和定量分析結(jié)合的研究方法，來(lái)試圖揭示圖像和文字在意識(shí)形態(tài)滲透過(guò)程中發(fā)揮的作用。 對(duì)于圖片的研究表明，廣告語(yǔ)篇設(shè)計(jì)者通過(guò)行為過(guò)程、反應(yīng)過(guò)程和分類(lèi)過(guò)程來(lái)實(shí)現(xiàn)圖像的再現(xiàn)功能。為了實(shí)現(xiàn)圖像的互動(dòng)功能，廣告商把接觸、社會(huì)距離和視角作為主要方式，發(fā)揮它們?cè)谝庾R(shí)形態(tài)滲透過(guò)程中起到的重要作用。在房地產(chǎn)廣告中，提供類(lèi)圖像被大量地使用來(lái)建立與受眾之間看似平等友好、真實(shí)可信的關(guān)系。廣告商常用近景和中景來(lái)建立與受眾之間親密無(wú)間的關(guān)系，喚起他們對(duì)房屋的需求，實(shí)現(xiàn)對(duì)受眾情感上的操控。然而，在一些廣告中，制造商也會(huì)運(yùn)用遠(yuǎn)景來(lái)塑造一個(gè)高端大氣上檔次的房產(chǎn)廣告。圖像的構(gòu)圖意義主要通過(guò)信息值、顯著性和框架來(lái)實(shí)現(xiàn)。各個(gè)元素的布局都是廣告商刻意安排，用來(lái)體現(xiàn)一定的意識(shí)形態(tài)意義。頂端--底部的布局被大量地使用，其目的是要強(qiáng)化房屋的權(quán)威性以及凸顯出文字的真實(shí)性和可靠性。對(duì)于廣告中語(yǔ)言文字的分析主要是通過(guò)及物性來(lái)實(shí)現(xiàn)。研究表明，物質(zhì)過(guò)程、關(guān)系過(guò)程、存在過(guò)程和心理過(guò)程是廣告語(yǔ)篇的主要過(guò)程。在房產(chǎn)廣告中，廣告商主要采用物質(zhì)過(guò)程展示其獨(dú)特的服務(wù)，以及帶給住戶(hù)意想不到的體驗(yàn)；通過(guò)關(guān)系過(guò)程和存在過(guò)程，讓消費(fèi)者感受到他們完善的設(shè)施，優(yōu)雅的環(huán)境，引起對(duì)他們的重視；采用心理過(guò)程來(lái)營(yíng)造一種與受眾之間想象的交流語(yǔ)境，拉進(jìn)距離，喚起消費(fèi)者情感上的需求，增強(qiáng)說(shuō)服效果。 本文旨在揭示《紐約時(shí)報(bào)》中房地產(chǎn)廣告中的圖片和文字是如何相互作用，在特定的文化語(yǔ)境下運(yùn)用各種符號(hào)對(duì)消費(fèi)者進(jìn)行情感、態(tài)度和觀(guān)念上的控制。研究表明，房地產(chǎn)廣告商試圖塑造一種和諧的、有歸屬感的居住環(huán)境來(lái)喚起消費(fèi)者對(duì)于和諧生活，社會(huì)地位和自我價(jià)值的強(qiáng)烈追求，從而間接地宣傳了一種提倡高消費(fèi)的意識(shí)形態(tài)觀(guān)。
[Abstract]:Since entering the media age, we are surrounded by more and more images, from the Internet to advertising, images are everywhere. Especially in advertising, image plays a particularly important role, and the language and characters have aroused great interest in the linguistic field because of its unique charm. At the same time, advertisers use other non-verbal symbols to achieve specific purposes and control consumers. At present, there are a large number of beautifully produced real estate advertisements in newspapers that affect people's consumption awareness and values. Both linguistic and non-linguistic symbols in advertising texts are endowed with specific ideological significance. Therefore, consumers need to improve their multi-modal discourse reading ability. This paper selects 20 real estate advertisements in the New York Times as the research corpus and follows the analytical concept of critical discourse analysis and extends the perspective of critical discourse analysis from traditional text discourse to multi-modal discourse with both text and image. The image grammar method proposed by Kressvan Leeuwen and the critical discourse analysis framework proposed by NormanFairclough are used to analyze the text from the perspective of transitivity system. By using qualitative analysis and quantitative analysis, this paper attempts to reveal the role of images and words in the process of ideological infiltration. The study of pictures shows that advertising text designers achieve the function of image reproduction through the process of behavior, reaction and classification. In order to realize the interactive function of images, advertisers take contact, social distance and visual angle as the main ways to play an important role in the process of ideological infiltration. In real estate advertising, providing images are widely used to establish a seemingly equal, friendly, truthful relationship with the audience. Advertisers often use close-shot and mid-view to establish a close relationship with the audience, arouse their demand for housing, and achieve emotional manipulation of the audience. In some ads, however, manufacturers also use the vision to shape a high-end class real estate ad. The meaning of image composition is mainly realized by information value, significance and frame. The layout of each element is deliberately arranged by advertisers to reflect a certain ideological significance. The top-bottom layout is widely used to strengthen the authority of the house and highlight the authenticity and reliability of the text. The analysis of language and characters in advertising is mainly realized by materiality. The study shows that material process, relational process, existential process and psychological process are the main processes of advertising discourse. In the real estate advertisement, the advertiser mainly uses the material process to display its unique service, as well as to bring the household unexpected experience; Through the relationship process and the existence process, lets the consumer feel their perfect facilities, the elegant environment, causes to them the attention; The psychological process is used to create an imaginary communication context with the audience, to draw the distance, to arouse the emotional needs of consumers, and to enhance the persuasion effect. The purpose of this paper is to reveal how the pictures and words in the Real Estate advertisement in the New York Times interact with each other, and use various symbols to control the consumer's emotion, attitude and concept in a specific cultural context. Research shows that real estate advertisers are trying to create a harmonious, sense of belonging living environment to arouse consumers' strong pursuit of harmonious life, social status and self-worth. Thus indirectly propagandizing an ideology view that advocates high consumption.
【學(xué)位授予單位】：西北師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：H314
本文編號(hào)：2394113
[Abstract]:Since entering the media age, we are surrounded by more and more images, from the Internet to advertising, images are everywhere. Especially in advertising, image plays a particularly important role, and the language and characters have aroused great interest in the linguistic field because of its unique charm. At the same time, advertisers use other non-verbal symbols to achieve specific purposes and control consumers. At present, there are a large number of beautifully produced real estate advertisements in newspapers that affect people's consumption awareness and values. Both linguistic and non-linguistic symbols in advertising texts are endowed with specific ideological significance. Therefore, consumers need to improve their multi-modal discourse reading ability. This paper selects 20 real estate advertisements in the New York Times as the research corpus and follows the analytical concept of critical discourse analysis and extends the perspective of critical discourse analysis from traditional text discourse to multi-modal discourse with both text and image. The image grammar method proposed by Kressvan Leeuwen and the critical discourse analysis framework proposed by NormanFairclough are used to analyze the text from the perspective of transitivity system. By using qualitative analysis and quantitative analysis, this paper attempts to reveal the role of images and words in the process of ideological infiltration. The study of pictures shows that advertising text designers achieve the function of image reproduction through the process of behavior, reaction and classification. In order to realize the interactive function of images, advertisers take contact, social distance and visual angle as the main ways to play an important role in the process of ideological infiltration. In real estate advertising, providing images are widely used to establish a seemingly equal, friendly, truthful relationship with the audience. Advertisers often use close-shot and mid-view to establish a close relationship with the audience, arouse their demand for housing, and achieve emotional manipulation of the audience. In some ads, however, manufacturers also use the vision to shape a high-end class real estate ad. The meaning of image composition is mainly realized by information value, significance and frame. The layout of each element is deliberately arranged by advertisers to reflect a certain ideological significance. The top-bottom layout is widely used to strengthen the authority of the house and highlight the authenticity and reliability of the text. The analysis of language and characters in advertising is mainly realized by materiality. The study shows that material process, relational process, existential process and psychological process are the main processes of advertising discourse. In the real estate advertisement, the advertiser mainly uses the material process to display its unique service, as well as to bring the household unexpected experience; Through the relationship process and the existence process, lets the consumer feel their perfect facilities, the elegant environment, causes to them the attention; The psychological process is used to create an imaginary communication context with the audience, to draw the distance, to arouse the emotional needs of consumers, and to enhance the persuasion effect. The purpose of this paper is to reveal how the pictures and words in the Real Estate advertisement in the New York Times interact with each other, and use various symbols to control the consumer's emotion, attitude and concept in a specific cultural context. Research shows that real estate advertisers are trying to create a harmonious, sense of belonging living environment to arouse consumers' strong pursuit of harmonious life, social status and self-worth. Thus indirectly propagandizing an ideology view that advocates high consumption.
【學(xué)位授予單位】：西北師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：H314
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