本文選題：廣告　切入點(diǎn)：多模態(tài)　出處：《南京大學(xué)》2011年碩士論文

【摘要】：隨著全球經(jīng)濟(jì)的迅速發(fā)展,廣告已經(jīng)成為現(xiàn)代社會(huì)中重要的商業(yè)交流手段。它在當(dāng)今社會(huì)中無所不在,并在人們的日常生活和交際中起著日益顯著的作用。因此,大量的修辭手法被有意識(shí)地運(yùn)用于廣告,現(xiàn)代廣告研究已經(jīng)成為語(yǔ)言研究的一個(gè)主要方向。 在視覺文化沖擊的今天,為了增強(qiáng)感染力和表達(dá)效果,為了向廣告受眾傳遞更多更為有效的信息,廣告經(jīng)歷了從單模態(tài)到多模態(tài)的進(jìn)化,廣告通過文字、圖像等多種模態(tài)來表達(dá)意義,形成多模態(tài)性�？v觀廣告的發(fā)展歷史,不難發(fā)現(xiàn)多模態(tài)的運(yùn)用在廣告設(shè)計(jì)中已越來越成為趨勢(shì)。多模態(tài)話語(yǔ)分析理論興起于20世紀(jì)90年代,它以系統(tǒng)功能語(yǔ)言學(xué)理論為基礎(chǔ),嘗試把系統(tǒng)功能語(yǔ)言學(xué)應(yīng)用到圖像、音樂、語(yǔ)言、手勢(shì)等其它符號(hào)資源上,因?yàn)檫@些社會(huì)符號(hào)同樣具有系統(tǒng)性、功能性及層次性。本文嘗試運(yùn)用多模態(tài)話語(yǔ)分析理論,以多篇廣告為范例,從語(yǔ)言學(xué)的角度分別對(duì)廣告的語(yǔ)言部分和圖片部分進(jìn)行細(xì)致的剖析,解讀廣告中的多模態(tài)話語(yǔ)構(gòu)建機(jī)制,通過對(duì)不同圖文結(jié)構(gòu)的廣告進(jìn)行分類的討論,探討了多模態(tài)話語(yǔ)分析理論在廣告語(yǔ)篇中的應(yīng)用性。本文研究發(fā)現(xiàn),廣告中的文字、圖像等模態(tài)都能表達(dá)概念意義、人際意義和語(yǔ)篇意義,而且它們相互作用生成意義。本文是將系統(tǒng)功能語(yǔ)言學(xué)以及在此基礎(chǔ)之上建立的多模態(tài)語(yǔ)篇分析理論應(yīng)用于廣告語(yǔ)篇的一種嘗試。 在圖文并茂的基礎(chǔ)上,一則精妙的廣告文案往往離不開修辭手段的恰當(dāng)運(yùn)用。作為一種常用的修辭手段,隱喻既通俗易懂又讓人回味無窮,讓廣告的受眾從形象生動(dòng)的隱喻中感受到強(qiáng)大的沖擊力和感染力,激發(fā)人們的購(gòu)買欲望。所以,隱喻以其特有的功能與效果在廣告文案的創(chuàng)作中逐漸受到廣告創(chuàng)作者的青睞并被越來越廣泛地使用。 亞里士多德強(qiáng)調(diào)隱喻使得語(yǔ)言更生動(dòng),萊考夫等人則認(rèn)為隱喻并非僅僅是語(yǔ)言現(xiàn)象,它還是一種借助語(yǔ)言手段和非語(yǔ)言手段進(jìn)行表達(dá)的基本思維方式。廣告中的圖文隱喻證明了隱喻的實(shí)現(xiàn)可以通過語(yǔ)言之外的其他形式,如圖片或者圖文組合的形式。當(dāng)前,學(xué)者們從各個(gè)角度對(duì)廣告隱喻進(jìn)行了不同程度的研究。然而,對(duì)圖文廣告隱喻的獨(dú)特性的認(rèn)知研究還有待加強(qiáng)。對(duì)語(yǔ)料的進(jìn)一步研究發(fā)現(xiàn),多模態(tài)廣告中的圖文隱喻可以進(jìn)行更詳細(xì)的分類,本文正是遵循認(rèn)知路徑,嘗試對(duì)廣告中各類型圖文隱喻的運(yùn)作機(jī)制進(jìn)行深入的探討,旨在挖掘廣告隱喻中所包含的認(rèn)知機(jī)制和文化模式,探索運(yùn)用隱喻提高廣告修辭效果的可能性。 為避免研究對(duì)象形式固定單一,使研究結(jié)果適用于各種語(yǔ)言環(huán)境,因此文中使用的實(shí)例取材廣泛,并不局限于某種特定語(yǔ)言或特定產(chǎn)品的廣告,主要來源有經(jīng)典廣告集和大眾所熟悉的知名品牌的產(chǎn)品廣告。其余有代表性的廣告則列于附錄。 本文希望其研究結(jié)果能有助于廣告讀者加深對(duì)多模態(tài)中外文廣告的表達(dá)方式的認(rèn)識(shí)與理解,更系統(tǒng)地了解廣告中隱喻這一修辭手法的分類和運(yùn)作機(jī)制,對(duì)如何揭示廣告?zhèn)鬟_(dá)的意圖則具有實(shí)踐價(jià)值。 本文共分五個(gè)部分： 第一章是引言部分,簡(jiǎn)要闡述了對(duì)本文的研究動(dòng)機(jī)、研究意義和目的、研究方法及整篇文章的結(jié)構(gòu)布局等基本問題。 第二章是對(duì)廣告的概述,包括廣告的定義、發(fā)展歷史以及分類,為第三章廣告多模態(tài)的分析做了鋪墊。 第三章首先解釋了什么是多模態(tài)以及多模態(tài)話語(yǔ)分析,提出了多模態(tài)語(yǔ)篇分析的理論依據(jù),即系統(tǒng)功能語(yǔ)法和視覺語(yǔ)法。接著分別對(duì)廣告的語(yǔ)言和圖片部分進(jìn)行細(xì)致的剖析。以多篇廣告為范例,對(duì)不同圖文結(jié)構(gòu)的廣告進(jìn)行分類討論。 第四章參照前人研究的基礎(chǔ),對(duì)圖文隱喻進(jìn)行了更詳細(xì)的分類,并結(jié)合實(shí)例探討每種類型隱喻的運(yùn)行機(jī)制。 第五章對(duì)全文進(jìn)行了簡(jiǎn)要總結(jié),并指出了本文研究的局限性和對(duì)今后研究的一些啟示。
[Abstract]:With the rapid development of global economy , advertising has become an important commercial communication means in modern society . It plays a more and more prominent role in the daily life and communication of people . Therefore , a great deal of rhetoric has been consciously applied to advertising , and modern advertising research has become a major direction of language research .


This paper attempts to apply multi - modal discourse analysis theory to image , music , language , gesture and other symbolic resources . The paper attempts to apply multi - modal discourse analysis theory to image , music , language , gesture and other symbolic resources .


As a common rhetorical device , metaphor is both popular and memorable , so that the audience of the advertisement can feel powerful impact and infection from the vivid metaphor of the image , inspire people ' s desire to buy . Therefore , the metaphor plays the role and effect of the advertisement in the creation of the advertisement text , which is more and more widely used by the advertising creators .


Aristotle emphasizes that metaphor makes the language more vivid , Levocoff and others think that metaphor is not merely a linguistic phenomenon , it is also a basic way of thinking expressed by means of linguistic means and non - linguistic means .


In order to avoid the research object form fixed single , make the research result suitable for all kinds of language environment , so the example used in this paper is widely used , and is not limited to the advertisement of a certain language or specific product , the main source has the classic advertisement set and the well - known brand product advertisement familiar with the public . The other representative advertisements are listed in the appendix .


This paper hopes that the results of this study will help the readers to understand and understand the expressions of the advertisement in multi - modal Chinese and foreign language , and to learn more systematically the classification and operation mechanism of metaphor in advertisements , and have practical value to how to reveal the intention of advertisement communication .


This article is divided into five parts :


The first chapter is the introduction part , briefly describes the research motivation , the research significance and the purpose , the research method and the structure layout of the whole article .


The second chapter is an overview of the advertisement , including the definition of advertisement , the history of development , and the classification , which is to pave the way for the analysis of the multi - modal analysis of the third chapter .


The third chapter explains what is the multi - modal and multi - modal discourse analysis , and puts forward the theory of multi - modal discourse analysis , that is , the system function grammar and the visual grammar . Then the language and picture parts of the advertisement are analyzed carefully .


In chapter 4 , referring to the basis of previous research , more detailed classification of schema metaphor is carried out , and the operational mechanism of each type of metaphor is discussed in combination with examples .


The fifth chapter summarizes the full text , and points out the limitations of this paper and some revelations to the future research .

【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：H05

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 曾立;廣告圖文隱喻運(yùn)作機(jī)制初探[J];外語(yǔ)與外語(yǔ)教學(xué);2004年06期

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本文編號(hào)：1698828