自2012年Machin&Mayr發(fā)表《如何從多模態(tài)角度進(jìn)行批評話語分析》以來,多模態(tài)批評話語分析(MCDA)就逐漸進(jìn)入人們的視野。從MCDA的角度,結(jié)合多種模態(tài)資源,挖掘隱藏在圖文背后的權(quán)力意識關(guān)系的研究,逐漸成為批評話語分析(CDA)研究的主流。視頻廣告是一種典型的多模態(tài)語篇,其豐富的模態(tài)資源在構(gòu)建人際意義、影響消費(fèi)者的意識形態(tài)、觀點(diǎn)和情感發(fā)揮了重要的作用。然而,國內(nèi)外對廣告的研究還相對不足,主要關(guān)注靜態(tài)廣告中人際意義的實(shí)現(xiàn)(如Pandya,1977;陳其功,辛春雷,2005;王紅陽,2007;劉純,2008),而忽略對動(dòng)態(tài)廣告中多種模態(tài)在構(gòu)建人際意義方面的互動(dòng)研究。為了深入了解視頻廣告如何運(yùn)用多種資源建立與消費(fèi)者的人際關(guān)系,從而達(dá)到說服、勸說等功能,本文嘗試以奧巴馬視頻競選廣告為例,分析探討競選視頻廣告如何利用語言模態(tài)和非語言模態(tài)資源,宣傳政治主張,勸說、操縱并掌控民眾的思想行為。具體回答以下幾個(gè)問題:(1)奧巴馬視頻競選廣告中有哪些語言模態(tài)資源?其人際意義是如何實(shí)現(xiàn)的?(2)奧巴馬視頻競選廣告中有哪些視覺模態(tài)資源?其互動(dòng)意義是如何實(shí)現(xiàn)的?(3)奧巴馬視頻競選廣告的語言模...

【文章頁數(shù)】：97 頁

【學(xué)位級別】：碩士

【文章目錄】：
ACKNOWLEDGEMENTS
摘要
ABSTRACT
Chapter One INTRODUCTION
    1.1 Background of the Research
    1.2 Significance of the Research
    1.3 Organization of this Thesis
Chapter Two LITERATURE REVIEW
    2.1 CDA and MCDA
        2.1.1 The definition of CDA
        2.1.2 From CL to CDA
        2.1.3 From CDA to MCDA
    2.2 Current Studies on CDA and MCDA
        2.2.1 The theoretical studies
        2.2.2 The practical studies
        2.2.3 The research methods
    2.3 Studies on Interpersonal Meaning
        2.3.1 The definition of interpersonal meaning
        2.3.2 The perspectives of interpersonal meaning studies
    2.4 Trends and Research Gap
    2.5 Theoretical Framework
        2.5.1 Systemic Functional Grammar
        2.5.2 Visual Grammar
        2.5.3 Image-text Relations
        2.5.4 Framework of intersemiotic complementarity
    2.6 Summary
Chapter Three RESEARCH METHODOLOGY
    3.1 Research Questions
    3.2 A Proposed Model for the Present Study
    3.3 Data and Data Collection
    3.4 Data Analysis and Procedures
        3.4.1 Verbal mode analysis
        3.4.2 Visual mode analysis
        3.4.3 Interaction of two modes
    3.5 Summary
Chapter Four RESULTS AND DISCUSSION
    4.1 The Interpersonal Meaning of Verbal Mode
        4.1.1 Mood analysis
        4.1.2 Modality analysis
        4.1.3 Personal pronoun analysis
        4.1.4 Attitude analysis
    4.2. The Interactive Meaning of Visual Mode
        4.2.1 The distribution of Visual Representational Strategies
        4.2.2 The analysis of Visual Representational Strategies
    4.3 The Interaction of Two Modes
        4.3.1 Visual-verbal interactive mechanism
        4.3.2 Social practice and power relations analysis
    4.4 Summary
Chapter Five CONCLUSION
    5.1 Major Findings of the Research
    5.2 Implications of the Study
    5.3 The Limitations and Further Research Suggestions
REFERENCES
APPENDIX
附錄： 作者在攻讀碩士學(xué)位期間發(fā)表的論文



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