本文選題：多模態(tài)語篇分析　切入點：公益廣告　出處：《山西師范大學》2013年碩士論文　論文類型：學位論文

【摘要】：在這信息膨脹的時代，信息傳播的途徑也變得多樣化。語言不再是表達思想觀點和傳達信息的唯一方式。多模態(tài)語篇在人們的日常生活中開始占據(jù)一席之地。多模態(tài)話語分析適用于諸如文字、排版、顏色、聲音、圖像等協(xié)同作用表達意義的語篇中。受Halliday系統(tǒng)功能語法理論的影響，Kress和Van Leeuwen提出了社會符號學框架下的視覺交流理論，認為圖像也具有語言符號所具有的三大“元功能”，即再現(xiàn)意義，互動意義和構(gòu)圖意義，對于多模態(tài)話語分析的研究具有重要意義。 環(huán)保公益廣告通過宣傳環(huán)保知識和環(huán)保問題，呼吁人們從點點滴滴做起保護我們的生活環(huán)境。本文主要基于多模態(tài)理論對中英文環(huán)保廣告進行對比研究，基于語言和圖像的元功能分析其異同點。中英環(huán)保公益廣告各20篇，來源于互聯(lián)網(wǎng)，，本文對其中6篇具有相同主題的環(huán)保廣告進行了具體的多模態(tài)語篇分析，分別對每篇公益廣告圖像的再現(xiàn)意義，互動意義和構(gòu)圖意義以及語篇中語言的概念功能，人際功能和語篇功能進行了總結(jié)分析，并對其圖文關(guān)系進行了簡單地探討。通過總體定量分析總結(jié)了中英文環(huán)保廣告各自的特點。最后對40篇中英文廣告進行定量對比分析，根據(jù)分析結(jié)果，總結(jié)討論了中英文環(huán)保廣告的異同。 本研究說明，在多模態(tài)環(huán)保廣告中圖像和語言并非獨立表達意義，而是互相補充和合作來構(gòu)建和加強意義�；贖alliday的系統(tǒng)功能語法及Kress和Van Leeuwen的多模態(tài)理論，中英文多模態(tài)環(huán)保廣告在一些方面存在很大不同。根據(jù)分析結(jié)果，英文環(huán)保廣告中的圖像通常是高情態(tài)，顯示真實的自然場景，圖像中很少體現(xiàn)出顯著性，而中文圖像中的情態(tài)以中高情態(tài)為主多為設計場景，圖像中多顯著性。英文廣告中的語言大多在圖像下方，圖文關(guān)系大多以圖像為主，圖像基本能夠獨立表達完整意義，文字加強意義。中文廣告中的語言均出現(xiàn)在圖像中，圖像和語言共同作用表達意義，語言是圖像表意的一部分，語言輔助圖像表達整體意義。研究結(jié)果有利于人們準確而又全面的理解中英文環(huán)保公益廣告，為以后進一步對更多模態(tài)的對比研究打下了基礎(chǔ)，也暗示了培養(yǎng)人們多模態(tài)識讀能力的重要性。
[Abstract]:In this age of information expansion, Language is no longer the only way to express ideas and convey information. Multimodal discourse is beginning to take its place in people's daily lives. Multimodal discourse analysis can be applied to text, typesetting, etc. Under the influence of the functional grammar theory of Halliday system, Kress and Van Leeuwen put forward the theory of visual communication in the framework of social semiotics. It is considered that image also has three "metafunctions" of linguistic symbols, namely, reproduction meaning, interactive meaning and composition meaning, which are of great significance to the study of multimodal discourse analysis. By publicizing the knowledge and problems of environmental protection, environmental protection public service advertisements appeal to people to protect our living environment from bit by bit. This paper mainly makes a comparative study of environmental protection advertisements in both Chinese and English based on multi-modal theory. The differences and similarities of metafunctions based on language and image are analyzed. There are 20 articles in Chinese and English environmental protection public service advertisements, which come from the Internet. In this paper, six environmental protection advertisements with the same theme are analyzed by multi-modal discourse analysis. This paper summarizes and analyzes the reproduction meaning, interactive meaning and composition meaning of each public service advertisement image, as well as the conceptual function, interpersonal function and discourse function of language in the discourse. The relationship between picture and text is simply discussed. The characteristics of environmental protection advertisements in both Chinese and English are summarized through the overall quantitative analysis. Finally, 40 Chinese and English advertisements are compared and analyzed quantitatively, according to the results of the analysis, The similarities and differences of environmental advertisements in Chinese and English are summarized and discussed. This study shows that image and language are not independent expressions of meaning in multimodal environmental advertising, but complement and cooperate to construct and strengthen meaning. System functional syntax based on Halliday and multimodal theory of Kress and Van Leeuwen. According to the analysis results, the images in English environmental advertisements are usually high modal, showing real natural scenes, and rarely showing significance in the images, according to the results of the analysis, the Chinese and English multimodal environmental advertisements are very different in some aspects, and the results of the analysis show that the images in the English environmental protection advertisements are usually high in modality. The moods in Chinese images are mostly designed scenes with medium and high moods, and the images are more significant. Most of the languages in English advertisements are below the images, and most of the graph-text relations are image-oriented, and the images can basically express the complete meaning independently. The language in Chinese advertisement appears in the image, the image and the language act together to express the meaning, the language is a part of the image meaning, The results of the study are helpful for people to understand Chinese and English environmental protection public service advertisements accurately and comprehensively, and lay the foundation for further contrastive study of more modes in the future. It also suggests the importance of developing multimodal reading skills.
【學位授予單位】：山西師范大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：H315;H15

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