本文關(guān)鍵詞： 多模態(tài) 公益廣告 文化元素 內(nèi)容分析法 視覺語法　出處：《長安大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：平面廣告是社會(huì)傳媒中具有說服力的多模態(tài)話語,其意義主要由文字和圖片兩種模態(tài)共同構(gòu)建。對(duì)平面廣告全面的描述和解讀取決于對(duì)文字、圖片多種模態(tài)的共同解讀,多模態(tài)為全面理解廣告話語提供了獨(dú)特的角度。同時(shí),廣告與文化密切相關(guān),廣告中的文化元素可能影響公眾的消費(fèi)選擇,價(jià)值觀和行動(dòng)。因此,對(duì)廣告中文化元素再現(xiàn)的研究有利于解讀廣告話語的意義�！爸袊鴫�(mèng)”系列公益廣告在主題、設(shè)計(jì)及作品甄選方面與以往的公益廣告不同,并且由中央相關(guān)部門發(fā)布并在眾多公共場合進(jìn)行宣傳,這組公益廣告在宣揚(yáng)中國文化、中國價(jià)值以及中國精神方面的作用不容忽視。本研究擬從多模態(tài)角度探索“中國夢(mèng)”系列公益廣告中文化元素再現(xiàn),從而全面解讀廣告話語的意義。研究結(jié)合定量研究和定性研究。定量研究采用內(nèi)容分析法,旨在探索文化元素再現(xiàn)的頻率和趨勢(shì),定性研究以視覺語法理論為指導(dǎo),聚焦信息復(fù)雜的圖片模態(tài),探索文化元素的再現(xiàn)方式。研究結(jié)果表明,在定量研究中,文字和圖片模態(tài)在文化元素再現(xiàn)頻率和趨勢(shì)上存在差異。文字模態(tài)中,大“C”文化元素得到強(qiáng)化,圖片模態(tài)中,小“c”文化元素得到強(qiáng)化。由此可知,在中國夢(mèng)系列廣告中,文字模態(tài)突出宏大的關(guān)于整個(gè)國家文明的文化主題,圖片模態(tài)突出較小的關(guān)于人民生活的文化主題。不同模態(tài)文化元素再現(xiàn)的不同表明,“中國夢(mèng)”系列公益廣告突出“中國夢(mèng)”作為國家發(fā)展的藍(lán)圖和戰(zhàn)略與人民的生活和幸福之間的聯(lián)系。定性研究發(fā)現(xiàn)圖片模態(tài)中再現(xiàn)意義描述了特定的文化元素,主要通過敘事過程實(shí)現(xiàn)。圖片多以繪畫的形式出現(xiàn),采用純色和原色、圖片的情態(tài)較低。此外,顏色和諧在圖片中多次體現(xiàn),主要通過顏色互補(bǔ)和在圖中的連貫性實(shí)現(xiàn),有助于文化元素的再現(xiàn)及意義和氛圍的強(qiáng)化。本文突破了廣告語篇文本分析的局限,驗(yàn)證了視覺語法框架對(duì)廣告語篇的解釋力和適用性,此外,將文化理論與視覺語法框架相結(jié)合,對(duì)文化元素再現(xiàn)進(jìn)行研究,也拓寬了多模態(tài)語篇分析的領(lǐng)域。
[Abstract]:Print advertising is a persuasive multi-modal discourse in social media, the meaning of which is mainly constructed by two modes of text and picture. The comprehensive description and interpretation of print advertising depends on the text. The common interpretation of various modes of pictures provides a unique angle for the overall understanding of advertising discourse. At the same time, advertising is closely related to culture, and the cultural elements in advertising may affect the public's choice of consumption. Therefore, the study of the reproduction of cultural elements in advertising is conducive to the interpretation of the meaning of advertising discourse. "Chinese Dream" series of public service advertising in the theme. The design and selection of works is different from previous public service advertisements, which are published by the relevant central authorities and promoted in many public places. This group of public service advertisements is promoting Chinese culture. The value of China and the role of Chinese spirit can not be ignored. This study intends to explore the reproduction of cultural elements in "Chinese Dream" series of public service advertisements from a multi-modal perspective. The purpose of this study is to explore the frequency and trend of cultural elements reappearance. The qualitative research is guided by the theory of visual grammar, focusing on the image modes of complex information, and exploring the reappearance of cultural elements. The results show that in the quantitative research. In the text mode, the large "C" cultural element is strengthened, and the small "c" cultural element is strengthened in the picture mode. In the Chinese Dream series of advertisements, the text mode highlights the grand cultural theme about the entire national civilization, and the picture mode highlights the smaller cultural theme on people's life. "Chinese Dream" series of public service advertisements highlight "Chinese Dream" As the link between the blueprint and strategy of national development and the life and happiness of the people, qualitative studies have found that the reproduction of meaning in the image modal describes specific cultural elements. Mainly through the narrative process. The picture is mostly in the form of painting, using solid color and primary color, the modality of the picture is lower. In addition, color harmony in the picture many times. This paper breaks through the limitations of text analysis of advertising texts, mainly through color complementation and coherence in the picture, which is helpful to the reproduction of cultural elements and the enhancement of meaning and atmosphere. It verifies the explanatory power and applicability of visual grammatical framework to advertising discourse. In addition, combining cultural theory with visual grammatical framework, the study of cultural element reproduction also broadens the field of multi-modal discourse analysis.
【學(xué)位授予單位】：長安大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：H136

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