本文選題：多模態(tài)語篇分析　切入點：系統(tǒng)功能語法　出處：《重慶師范大學(xué)》2011年碩士論文

【摘要】：作為一種重要的語篇研究類型,廣告語篇一直是語篇分析的重要語料來源。追溯廣告語篇的研究,我們發(fā)現(xiàn)絕大多數(shù)的研究側(cè)重于文本分析,而現(xiàn)代廣告話語呈現(xiàn)出多種模態(tài)如圖片、動畫、聲音、顏色等來構(gòu)建意義,不得不承認(rèn)現(xiàn)代廣告和廣告招牌效應(yīng)深深地依賴文字和圖像的相互關(guān)系,以至于純文字手段已經(jīng)有些令人不滿意。圖像作為書寫工具的時代已經(jīng)來臨,而我們對圖像的分析卻還是一片空白。 以語言為研究對象的理論和方法只注重語言系統(tǒng)和語義結(jié)構(gòu)本身及其與社會文化和心理認(rèn)知之間的關(guān)系,忽視諸如圖像、聲音、顏色、動漫等其它意義表現(xiàn)形式,這就使得話語分析帶有較大的局限性。多模態(tài)話語分析(multimodal discourse analysis)的興起則可以在很大程度上幫助人們克服這些局限性。Kress和Van Leeuwen于1996年出版了《閱讀圖像》一書,該書是這一理論的奠基之作。隨后二人發(fā)表了一系列文章探討排版,聲音和顏色在語篇中的作用和地位。自20世紀(jì)90年代,多模態(tài)語篇研究已經(jīng)在國外得到了長足的發(fā)展。許多學(xué)者運(yùn)用該理論分析多種多模態(tài)語篇:廣告,新聞,電影,繪畫,雕塑,攝像和教學(xué)。國內(nèi)對多模態(tài)話語的研究起步較晚,但近幾年也取得了很多成果。李戰(zhàn)子(2003)首次引入了多模態(tài)理論。朱永生(2007)也對多模態(tài)的發(fā)展趨勢和一些局限性作了研究。同時很多研究者還把該理論應(yīng)用到實際中,解釋一些多模態(tài)語篇。 本文從社會符號學(xué)出發(fā),分析并利用多模態(tài)理論對一則廣告進(jìn)行剖析,試圖對其所產(chǎn)生的再現(xiàn)意義,構(gòu)圖意義和互動意義進(jìn)行解釋,為以后的廣告研究提供了一個新視角。該研究采取定性分析方法,主要從網(wǎng)絡(luò)收集廣告來剖析多模態(tài)語篇的意義構(gòu)建,并選取一則廣告作為實例來分析語言和圖像是如何相互作用建立意義,與受眾進(jìn)行交流。本文以圖像的多模態(tài)話語分析為理論框架對多模態(tài)廣告話語進(jìn)行分析,以此揭示廣告如何運(yùn)用文字、圖像等手段來表明觀點并影響讀者的態(tài)度與行為,達(dá)到勸說的目的。論文檢驗了多模態(tài)語篇的社會符號學(xué)分析框架對廣告語篇的解釋力,證明了多模態(tài)語篇的分析框架在廣告語篇分析中的可操作性和實用性,豐富了廣告語篇分析的研究維度,同時也為對交際,媒體和藝術(shù)感趣的讀者提供一種必要的圖像閱讀方法。由于現(xiàn)代廣告涉及的模態(tài)多樣化和廣告研究的跨學(xué)科性,僅從文字和圖像來分析廣告意義構(gòu)建是完全不夠的,還需要借助攝像和繪畫方面的相關(guān)知識。因此本文對廣告的多模態(tài)分析還有待進(jìn)一步地提高。另外,雖然在分析多模態(tài)理論框架中引用了很多廣告予以解釋,但個案分析的量還不夠,而且廣告的選材上也有很大局限性,這些都需要繼續(xù)研究和改進(jìn),以期通過各學(xué)科學(xué)者的努力使之完善。
[Abstract]:As an important type of discourse research, advertising discourse has always been an important source of data for discourse analysis. Modern advertising discourse presents many modes such as pictures, animation, sound, color and so on to construct meaning, we have to admit that modern advertising and advertising signboard effect deeply depends on the relationship between words and images. The age of image as a writing tool has come, but our analysis of image is still a blank. The theories and methods of language study only focus on the language system and semantic structure itself and its relationship with social culture and psychological cognition, ignoring other expressions such as images, sounds, colors, anime and so on. The rise of multimodal discourse analysis can help people overcome these limitations to a great extent. Kress and Van Leeuwen published the book "Reading Images" in 1996. The book is the foundation of this theory. Subsequently, they published a series of articles on the role and place of typography, sound and color in discourse. The study of multimodal discourse has made great progress abroad. Many scholars use this theory to analyze multi-modal discourse: advertising, news, film, painting, sculpture, photography and teaching. But in recent years, a lot of achievements have been made. Li Zhanzi (2003) introduced the multimodal theory for the first time. Zhu Yongzao (2007) also studied the development trend and some limitations of the multimodal theory. At the same time, many researchers also applied the theory to practice. Explain some multimodal discourses. From the perspective of social semiotics, this paper analyzes and analyzes an advertisement by using multi-modal theory, and tries to explain its reproduction, composition and interactive meaning. It provides a new perspective for the future advertising research. This study adopts a qualitative analysis method to analyze the meaning construction of multimodal discourse mainly through the collection of advertisements on the Internet. An advertisement is chosen as an example to analyze how the language and image interact to establish meaning and communicate with the audience. This paper takes the multi-modal discourse analysis of images as the theoretical framework to analyze the multi-modal advertising discourse. The purpose of persuasion is to reveal how advertisements use words and images to express their views and influence readers' attitudes and behaviors. The thesis examines the explanatory power of the social semiotic framework of multimodal discourse on advertising texts. It proves the maneuverability and practicability of the multi-modal discourse analysis framework in advertising discourse analysis, which enriches the research dimension of advertising discourse analysis, and at the same time, it also aims at communication. Media and artistic readers provide a necessary method of image reading. Due to the variety of modes involved in modern advertising and the interdisciplinary nature of advertising research, it is not enough to analyze the meaning of advertising from the perspective of words and images. Therefore, the multimodal analysis of advertising still needs to be further improved. In addition, although many advertisements are cited to explain it in the framework of multi-modal theory of analysis, However, the quantity of case analysis is not enough, and the selection of advertising materials also has great limitations, which need to continue to study and improve, in order to make it perfect through the efforts of various disciplines and scholars.
【學(xué)位授予單位】：重慶師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：H052

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