本文關鍵詞：多模態(tài)視角下的俄語公益廣告話語分析　出處：《北京外國語大學》2014年博士論文　論文類型：學位論文

  更多相關文章： 多模態(tài)話語 語言模態(tài) 圖像模態(tài) 俄羅斯公益廣告

【摘要】：現(xiàn)代社會中,人們每天都在有意無意地接收著海量信息,這些信息影響著人們的思想和行為方式。其中廣告扮演了傳播信息的重要角色。與商業(yè)廣告不同,公益廣告向大眾傳播正面的價值觀,引起民眾對社會問題的關注和重視,號召群眾采取行動以維持社會的和諧發(fā)展,而這一切都是通過廣告豐富的語言及非語言手段實現(xiàn)的。公益廣告屬于多模態(tài)話語。 本論文以多模態(tài)話語理論為視角,以俄羅斯公益廣告話語為對象,系統(tǒng)研究俄語公益廣告語言模態(tài)及非語言模態(tài)在語法、修辭、語用以及語篇銜接與連貫方面的特點,探究多模態(tài)話語分析的方法、多模態(tài)話語生成及意義解讀的機制,以彌補我國學界對該領域研究的不足,展現(xiàn)現(xiàn)代俄羅斯社會所倡導的價值觀念,管窺俄羅斯面臨的社會問題。 論文由緒論、三章主要內容和結語組成。 緒論部分主要介紹論文的研究對象及研究意義,梳理國內外研究現(xiàn)狀、說明研究方法及語料來源。 第一章論述公益廣告話語特點及其研究視角。公益廣告話語具有兩重屬性：在話語組織形式和手段方面具有大眾傳媒的機構話語特點,而內容和價值觀念則屬于不同的社會機構�，F(xiàn)代傳媒話語的突出特點是多模態(tài)性,因此對公益廣告話語的研究應從多模態(tài)角度進行。本章闡釋了多模態(tài)話語的理論背景、基本概念和研究方法,明確了以俄羅斯多模態(tài)話語理論為基礎,簡要介紹了俄羅斯公益廣告話語的研究歷史、現(xiàn)狀,對本文的研究對象加以界定。 第二章以本文建立的語料庫為基礎,分析俄羅斯公益廣告話語的語言模態(tài)和圖像模態(tài)。對語言模態(tài)的分析以揭示詞匯、句式、修辭特點為目的,對圖像模態(tài)的分析以探討視覺語法規(guī)律和圖像功能為目的。對公益廣告核心價值觀念的分析以廣告主題詞詞頻統(tǒng)計數(shù)據(jù)和圖像元素統(tǒng)計數(shù)據(jù)為依據(jù)。提出語言模態(tài)與非語言模態(tài)(圖像模態(tài))在意義表達方面存在四種關系：1)互為依存,離開彼此就失去了意義；2)語言模態(tài)為主,圖像的理解有賴于文字的說明；3)圖像模態(tài)為主,對文字的理解有賴于圖像的意義；4)語言模態(tài)和圖像模態(tài)各自自足,互為充分信息。 第三章為公益廣告話語的多模態(tài)綜合分析。首先確立多模態(tài)語篇分析的基本單位,提出多模態(tài)語篇的銜接與連貫類型；其次探討不同于單純語言模態(tài)的多模態(tài)修辭特點；最后從言語互動的角度對公益廣告話語的意向進行分析,提出公益廣告以指令類言語行為為主,目的在于宣教和說服,多模態(tài)手段的應用及彼此間的銜接服從于一個目的——獲得以廣大受眾認知語境為對象的最佳關聯(lián)效果。 結語概括本論文的結論,指出不足之處及研究前景。
[Abstract]:In modern society, people receive mass information consciously or unintentionally every day, which affects people's thinking and behavior. Advertising plays an important role in disseminating information, which is different from commercial advertising. Public service advertisements spread positive values to the public, arouse people's concern and attention to social problems, and call on the masses to take action to maintain the harmonious development of society. All of this is realized by the rich language and non-language means of advertisement. Public service advertisement belongs to multi-modal discourse. From the perspective of multi-modal discourse theory and Russian public service advertising discourse, this thesis systematically studies the linguistic and non-linguistic modes of Russian public service advertising in grammar and rhetoric. The features of pragmatics, cohesion and coherence of discourse, the methods of multi-modal discourse analysis, the mechanism of multi-modal utterance generation and meaning interpretation are explored in order to make up for the lack of research in this field in Chinese academic circles. Show the values advocated by the modern Russian society, peep at the social problems that Russia faces. The thesis consists of introduction, three chapters and conclusion. The introduction part mainly introduces the research object and research significance, combs the domestic and foreign research present situation, explains the research method and the corpus source. The first chapter discusses the characteristics of public service advertising discourse and its research perspective. Public service advertising discourse has two attributes: in the form and means of discourse organization, it has the institutional discourse characteristics of mass media. The content and values belong to different social institutions. The prominent feature of modern media discourse is multi-modal. Therefore, the study of public service advertising discourse should be carried out from a multi-modal perspective. This chapter explains the theoretical background, basic concepts and research methods of multi-modal discourse, and clarifies the basis of the Russian multi-modal discourse theory. This paper briefly introduces the history and present situation of Russian public service advertising discourse, and defines the object of this paper. The second chapter, based on the corpus established in this paper, analyzes the language modal and image mode of Russian public service advertising discourse. The purpose of the analysis is to reveal the characteristics of vocabulary, sentence structure and rhetoric. The purpose of image modal analysis is to explore the rules of visual grammar and image function. The analysis of the core values of public service advertisement is based on the statistical data of word frequency and image elements. State and non-linguistic modes (. In the aspect of meaning expression, there are four kinds of relation: 1) which depend on each other. Leave each other lose meaning; 2) the language mode is the main one, and the understanding of the image depends on the explanation of the text; 3) the mode of image is dominant, and the understanding of text depends on the meaning of image; 4) the language mode and the image mode are self-sufficient and fully information each other. The third chapter is the multi-modal comprehensive analysis of public service advertising discourse. Firstly, the basic unit of multi-modal discourse analysis is established, and the cohesion and coherence types of multi-modal discourse are proposed. Secondly, it discusses the characteristics of multimodal rhetoric, which is different from the pure language mode. Finally, from the perspective of verbal interaction, this paper analyzes the intention of public service advertising discourse, and puts forward that the public service advertisement is mainly directed speech acts, the purpose of which is to preach and persuade. The application of multimodal means and the cohesion between them are aimed at obtaining the best relevance effect of the cognitive context of a large audience. The conclusion summarizes the conclusion of this paper, points out the deficiency and the research prospect.
【學位授予單位】：北京外國語大學
【學位級別】：博士
【學位授予年份】：2014
【分類號】：H35

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