英文房地產(chǎn)廣告中意識形態(tài)滲透過程的多模態(tài)批評性分析
發(fā)布時間：2018-12-28 15:13
【摘要】：進(jìn)入媒體時代以來，我們就被越來越多的圖像所包圍，從網(wǎng)絡(luò)到廣告，圖像無處不在。特別是在廣告中，圖像扮演著尤其重要的角色，而其中的語言文字也以其獨特魅力引起了語言學(xué)界的極大興趣。同時，廣告商通過其他非語言符號來達(dá)到特定的目的，對消費者進(jìn)行控制。目前，報紙上有大量制作精美的房地產(chǎn)廣告影響著人們的消費意識和價值觀念，廣告語篇中的語言符號和非語言符號均被賦予了特定的意識形態(tài)意義，，來達(dá)到意識形態(tài)滲透的目的，因此，消費者需要提高自己的多模態(tài)話語識讀能力。本文選取《紐約時報》中的20篇房地產(chǎn)廣告作為研究語料，遵循批評性話語分析的分析理念，將批評性話語的分析視角由傳統(tǒng)的文本語篇擴(kuò)展到兼有文本和圖像的多模態(tài)語篇。對廣告中的圖片采用Kressvan Leeuwen提出的圖像語法的分析方法，對文字采用NormanFairclough提出的批評性話語分析的分析框架，從及物性系統(tǒng)角度對文字進(jìn)行批評性分析。運用定性分析和定量分析結(jié)合的研究方法，來試圖揭示圖像和文字在意識形態(tài)滲透過程中發(fā)揮的作用。 對于圖片的研究表明，廣告語篇設(shè)計者通過行為過程、反應(yīng)過程和分類過程來實現(xiàn)圖像的再現(xiàn)功能。為了實現(xiàn)圖像的互動功能，廣告商把接觸、社會距離和視角作為主要方式，發(fā)揮它們在意識形態(tài)滲透過程中起到的重要作用。在房地產(chǎn)廣告中，提供類圖像被大量地使用來建立與受眾之間看似平等友好、真實可信的關(guān)系。廣告商常用近景和中景來建立與受眾之間親密無間的關(guān)系，喚起他們對房屋的需求，實現(xiàn)對受眾情感上的操控。然而，在一些廣告中，制造商也會運用遠(yuǎn)景來塑造一個高端大氣上檔次的房產(chǎn)廣告。圖像的構(gòu)圖意義主要通過信息值、顯著性和框架來實現(xiàn)。各個元素的布局都是廣告商刻意安排，用來體現(xiàn)一定的意識形態(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性和可靠性。對于廣告中語言文字的分析主要是通過及物性來實現(xiàn)。研究表明，物質(zhì)過程、關(guān)系過程、存在過程和心理過程是廣告語篇的主要過程。在房產(chǎn)廣告中，廣告商主要采用物質(zhì)過程展示其獨特的服務(wù)，以及帶給住戶意想不到的體驗；通過關(guān)系過程和存在過程，讓消費者感受到他們完善的設(shè)施，優(yōu)雅的環(huán)境，引起對他們的重視；采用心理過程來營造一種與受眾之間想象的交流語境，拉進(jìn)距離，喚起消費者情感上的需求，增強(qiáng)說服效果。 本文旨在揭示《紐約時報》中房地產(chǎn)廣告中的圖片和文字是如何相互作用，在特定的文化語境下運用各種符號對消費者進(jìn)行情感、態(tài)度和觀念上的控制。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)境來喚起消費者對于和諧生活，社會地位和自我價值的強(qiáng)烈追求，從而間接地宣傳了一種提倡高消費的意識形態(tài)觀。
[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)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：H314
本文編號：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)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：H314
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