本文關(guān)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(xué)》2014年博士論文　論文類型：學(xué)位論文

  更多相關(guān)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(huì)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(jià)值觀,引起民眾對(duì)社會(huì)問題的關(guān)注和重視,號(hào)召群眾采取行動(dòng)以維持社會(huì)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(shí)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(duì)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(diǎn),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(jī)制,以彌補(bǔ)我國學(xué)界對(duì)該領(lǐng)域研究的不足,展現(xiàn)現(xiàn)代俄羅斯社會(huì)所倡導(dǎo)的價(jià)值觀念,管窺俄羅斯面臨的社會(huì)問題。 論文由緒論、三章主要內(nèi)容和結(jié)語組成。 緒論部分主要介紹論文的研究對(duì)象及研究意義,梳理國內(nèi)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(diǎn)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(jī)構(gòu)話語特點(diǎn),而內(nèi)容和價(jià)值觀念則屬于不同的社會(huì)機(jī)構(gòu)�，F(xiàn)代傳媒話語的突出特點(diǎn)是多模態(tài)性,因此對(duì)公益廣告話語的研究應(yīng)從多模態(tài)角度進(jìn)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(chǔ),簡(jiǎn)要介紹了俄羅斯公益廣告話語的研究歷史、現(xiàn)狀,對(duì)本文的研究對(duì)象加以界定。 第二章以本文建立的語料庫為基礎(chǔ),分析俄羅斯公益廣告話語的語言模態(tài)和圖像模態(tài)。對(duì)語言模態(tài)的分析以揭示詞匯、句式、修辭特點(diǎn)為目的,對(duì)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(duì)公益廣告核心價(jià)值觀念的分析以廣告主題詞詞頻統(tǒng)計(jì)數(shù)據(jù)和圖像元素統(tǒng)計(jì)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(dá)方面存在四種關(guān)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(duì)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(diǎn)；最后從言語互動(dòng)的角度對(duì)公益廣告話語的意向進(jìn)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(yīng)用及彼此間的銜接服從于一個(gè)目的——獲得以廣大受眾認(rèn)知語境為對(duì)象的最佳關(guān)聯(lián)效果。 結(jié)語概括本論文的結(jié)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(xué)位授予單位】：北京外國語大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2014
【分類號(hào)】：H35

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