“孝”平面公益廣告互動意義多模態(tài)話語分析
發(fā)布時間：2021-01-10 12:23
隨著經濟的發(fā)展和綜合國力的提升,傳統(tǒng)文化及其倡導的道德觀念越來越受到重視。此外,在中國人口老齡化日趨嚴重的形勢下,孝道在解決養(yǎng)老問題上發(fā)揮舉足輕重的作用。弘揚傳統(tǒng)孝道精華思想,對于構建和諧家庭,建設和諧社會,培育愛國之情具有重要意義。然而,以往對孝道的研究大多從倫理學、歷史學以及心理學角度進行,很少有學者從社會符號學視角對其進行分析。目前,越來越多的“孝”平面公益廣告涌現出來。該語類是孝道思想通過圖文傳播的完美范例,成為多模態(tài)話語分析研究的新領域。在社會符號學研究路徑下,國內廣告語篇多模態(tài)話語研究集中于運用視覺語法對圖像模態(tài)的三種意義進行解讀,而較少對其中某一意義進行深入研究。另外,關于圖像模態(tài)與文字模態(tài)如何“合力”構建意義的研究也不夠深入�；诖�,本研究以“孝”平面公益廣告為研究對象,深入分析互動意義是如何通過圖像模態(tài),文字模態(tài)以及兩者之間的關系表現出來的。本研究主要從中國公益廣告網下載“孝”平面公益廣告。按照嚴格的篩選標準（圖文模態(tài)共存、圖像模態(tài)有較強可讀性、文字模態(tài)有句子結構）,遴選出66則合格廣告。研究采取定性和定量相結合的方法。圖像模態(tài)互動意義分析從接觸、社會距離、視角和情態(tài)...
【文章來源】：西安外國語大學陜西省
【文章頁數】：101 頁
【學位級別】：碩士
【文章目錄】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
CHAPTER I INTRODUCTION
1.1 Research Background
1.2 Significance of the Present Study
1.3 Organization of the Thesis
CHAPTER II LITERATURE REVIEW
2.1 Overview of Filial Piety
2.1.1 Introduction to Filial Piety
2.1.2 Previous Studies on Filial Piety at Home
2.1.3 Previous Studies on Filial Piety Abroad
2.2 Overview of Multimodal Discourse Analysis
2.2.1 Definitions of Related Terms
2.2.2 Previous Studies on Multimodal Discourse Analysis Abroad
2.2.3 Previous Studies on Multimodal Discourse Analysis at Home
2.3 Summary
CHAPTER III THEORETICAL FOUNDATIONS
3.1 Interactive Meanings of Visual Mode
3.1.1 Contact
3.1.2 Social Distance
3.1.3 Perspective
3.1.4 Modality
3.2 Interpersonal Meanings of Verbal Mode
3.2.1 Mood System
3.2.2 Modality System
3.2.3 Person System
3.3 Interactive Meanings of Visual-Verbal Relations
3.4 Analytical Framework for the Study
3.5 Summary
CHAPTER IV METHODOLOGY
4.1 Research Questions
4.2 Data Collection
4.3 Research Procedure
CHAPTER V AN ANALYSIS OF INTERACTIVE MEANINGS OF PSAFPS
5.1 An Analysis of Interactive Meanings of Visual Mode of PSAFPs
5.1.1 Contact
5.1.2 Social distance
5.1.3 Perspective
5.1.4 Modality
5.1.5 Summary
5.2 An Analysis of Interpersonal Meanings of Verbal Mode of PSAFPs
5.2.1 Mood System
5.2.2 Modality System
5.2.3 Person System
5.2.4 Summary
5.3 An Analysis of Interactive Meanings of Visual-Verbal Relations of PSAFPs
CHAPTER VI CONCLUSION
6.1 The Major Findings
6.2 Limitations and Suggestions for Future Researches
REFERENCES
APPENDIX
本文編號：2968699
【文章來源】：西安外國語大學陜西省
【文章頁數】：101 頁
【學位級別】：碩士
【文章目錄】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
CHAPTER I INTRODUCTION
1.1 Research Background
1.2 Significance of the Present Study
1.3 Organization of the Thesis
CHAPTER II LITERATURE REVIEW
2.1 Overview of Filial Piety
2.1.1 Introduction to Filial Piety
2.1.2 Previous Studies on Filial Piety at Home
2.1.3 Previous Studies on Filial Piety Abroad
2.2 Overview of Multimodal Discourse Analysis
2.2.1 Definitions of Related Terms
2.2.2 Previous Studies on Multimodal Discourse Analysis Abroad
2.2.3 Previous Studies on Multimodal Discourse Analysis at Home
2.3 Summary
CHAPTER III THEORETICAL FOUNDATIONS
3.1 Interactive Meanings of Visual Mode
3.1.1 Contact
3.1.2 Social Distance
3.1.3 Perspective
3.1.4 Modality
3.2 Interpersonal Meanings of Verbal Mode
3.2.1 Mood System
3.2.2 Modality System
3.2.3 Person System
3.3 Interactive Meanings of Visual-Verbal Relations
3.4 Analytical Framework for the Study
3.5 Summary
CHAPTER IV METHODOLOGY
4.1 Research Questions
4.2 Data Collection
4.3 Research Procedure
CHAPTER V AN ANALYSIS OF INTERACTIVE MEANINGS OF PSAFPS
5.1 An Analysis of Interactive Meanings of Visual Mode of PSAFPs
5.1.1 Contact
5.1.2 Social distance
5.1.3 Perspective
5.1.4 Modality
5.1.5 Summary
5.2 An Analysis of Interpersonal Meanings of Verbal Mode of PSAFPs
5.2.1 Mood System
5.2.2 Modality System
5.2.3 Person System
5.2.4 Summary
5.3 An Analysis of Interactive Meanings of Visual-Verbal Relations of PSAFPs
CHAPTER VI CONCLUSION
6.1 The Major Findings
6.2 Limitations and Suggestions for Future Researches
REFERENCES
APPENDIX
本文編號：2968699
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