隨著大眾傳媒的發(fā)展,同時運用文字、圖片、聲音等多種模態(tài)的廣告已經(jīng)成為宣傳品牌及其產(chǎn)品的重要手段之一,同時建構(gòu)起語言與圖像模式的多模態(tài)語法體系已成為廣告研究的必然趨勢�？巳鹚购屠瘴模�1996）基于韓禮德的系統(tǒng)功能語言學(xué)理論,提出了專門用于圖像分析的視覺語法理論,為多模態(tài)話語提供了新的分析視角。此外,隨著經(jīng)濟(jì)與社會的發(fā)展,人民的消費水平不斷提高。越來越多的人注重外表與美麗,化妝品市場份額也不斷攀升。與此同時,作為其最重要的促銷方式之一,化妝品廣告的作用不容忽視。本文分別從中英文各大廣告網(wǎng)站中選取了中英文平面化妝品廣告各50篇作為研究語料,采用定性、定量與對比分析相結(jié)合的方法,以系統(tǒng)功能語法和視覺語法分別對其中的文字資源和圖像資源進(jìn)行對比分析,并對其異同進(jìn)行了總結(jié),最后嘗試從跨文化的角度解釋差異產(chǎn)生的原因。這些語料多來自權(quán)威廣告網(wǎng)站,受眾廣,接受度高,與理論框架貼合度高,非常具有代表性。經(jīng)過分析發(fā)現(xiàn),中英文平面化妝品廣告在文字資源和圖像資源的建構(gòu)上都存在明顯差異。首先,英文平面化妝品廣告所采用的敘事過程和物質(zhì)過程多于中文廣告,因此呈現(xiàn)出的整體畫面更為動感,并具有很強(qiáng)的故事性。其次,英文化妝品... 

【文章頁數(shù)】：107 頁

【學(xué)位級別】：碩士

【文章目錄】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
CHAPTER ONE INTRODUCTION
    1.1 Research Topic
    1.2 Reseaech Significance
    1.3 Research Rationale
    1.4 Research Questions
    1.5 Organization of the Thesis
CHAPTER TWO LITERATURE REVIEW
    2.1 Previous Studies on Multimodal Discourse Analysis(MDA)
    2.2 Previous Studies on Advertisement Discourse
    2.3 Comments on Previous Studies
CHAPTER THREE THEORETICAL FRAMEWORK AND ANALYTICAL PROCEDURES OF THE PRESENT STUDY
    3.1 Systematic Functional Grammar(SFG)
        3.1.1 Ideational Function
        3.1.2 Interpersonal Function
    3.2 Visual Grammar(VG)
        3.2.1 Representational Meaning
        3.2.2 Interactive Meaning
        3.2.3 Compositional Meaning
    3.3 Cultural Dimensions
    3.4 Theoretical Framework of the Present Study
    3.5 Research Method and Analytical Procedures
CHAPTER FOUR CONTRASTIVE STUDY BETWEEN CHINESE AND ENGLISH PRINT COSMETIC ADVERTISEMENTS
    4.1 Representational Meaning and Ideational Function
        4.1.1 Representational Meaning of Chinese Print Cosmetic Advertisements
        4.1.2 Ideational Function of Chinese Print Cosmetic Advertisements
        4.1.3 Representational Meaning of English Print Cosmetic Advertisements
        4.1.4 Ideational Function of English Print Cosmetic Advertisements
        4.1.5 Similarities and Differences between Chinese and English Print Cosmetic Advertisements in Realizing Representational Meaning and Ideational Function
    4.2 Interactive Meaning and Interpersonal Function
        4.2.1 Interactive Meaning of Chinese Print Cosmetic Advertisements
        4.2.2 Interpersonal Function of Chinese Print Cosmetic Advertisements
        4.2.3 Interactive Meaning of English Print Cosmetic Advertisements
        4.2.4 Interpersonal Function of English Print Cosmetic Advertisements
        4.2.5 Similarities and Differences between Chinese and English Print Cosmetic Advertisements in Realizing Interactive Meaning and Interpersonal Function
    4.3 Compositional Meaning
        4.3.1 Compositional Meaning of Chinese Print Cosmetic Advertisements
        4.3.2 Compositional Meaning of English Print Cosmetic Advertisements
        4.3.3 Similarities and Differences between Chinese and English Print Cosmetic Advertisements in Realizing Compositional Meaning
    4.4 Reasons for the Similarities and Differences between Chinese and English Print Cosmetic Advertisements
CHAPTER FIVE CONCLUSION
    5.1 Major Findings of the Present Studies
    5.2 Implications of the Present Studies
    5.3 Limitations of the Present Studies
REFERENCES
APPENDIX:CHINESE AND ENGLISH PRINT COSMETIC ADVERTISEMENTS



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