隨著社會的發(fā)展和科技的進步,新媒體逐步進入大眾的視野,且越來越受世人關(guān)注。新媒體在推動信息發(fā)展方面發(fā)揮了越來越重要的作用,也更多影響著人們的生活。如今,新媒體時代的到來使得信息的傳播與交流不再拘泥于文字的形式。意義的表達與構(gòu)建也不僅是單一的文本形式,人們通常利用視覺、聽覺、觸覺、嗅覺等多種感覺,通過語言、文字、圖像、聲音、顏色、音樂、手勢、姿勢等多種符號資源和手段進行交際。也就是說,傳統(tǒng)的以語言為唯一研究對象的語篇分析已經(jīng)不能對語篇的意義進行全面、綜合的解讀。因此,多種模態(tài)共同作用、共同構(gòu)建意義的多模態(tài)語篇分析應(yīng)運而生。本文共分五個章節(jié)。第一章節(jié)主要闡述了本文的研究背景,研究目的和意義以及論文框架。第二章節(jié)區(qū)分了多模態(tài)及多模態(tài)話語分析定義,介紹了多模態(tài)話語分析的發(fā)展,闡明了廣告及公益廣告語篇分析的國內(nèi)外研究現(xiàn)狀。第三章節(jié)對公益廣告的定義、特征、分類及功能進行說明,并以Kress和van Leeuwen的視覺語法以及Forceville和Urios-Aparisi的多模態(tài)隱喻為理論基礎(chǔ)為核心章節(jié)做理論支撐。第四章節(jié)是本文的主體部分,論述了公益廣告的多模態(tài)話語分析。此章節(jié)選取的公益廣告以日...

【文章頁數(shù)】：103 頁

【學位級別】：碩士

【文章目錄】：
摘要
Abstract
Chapter 1 Introduction
    1.1 Research Background
    1.2 Purpose and Significance of the Study
    1.3 The Research Method
    1.4 Organization of the Thesis
Chapter 2 Literature Review
    2.1 Overview of Multimodal Discourse Analysis
        2.1.1 Definition of Multimodality and Multimodal Discourse Analysis
        2.1.2 Development of Multimodal Discourse Analysis
    2.2 Studies on the Advertising Discourse Analysis and PSA at Home and Abroad .
        2.2.1 Studies Abroad
        2.2.2 Studies at Home
Chapter 3 Theoretical Framework
    3.1 The Definition, Characteristics, Classification and Function of Public Service Advertisements
        3.1.1 Definition of PSA
        3.1.2 Characteristic of PSA
        3.1.3 Classification of PSA
        3.1.4 Function of PSA
    3.2 Kress & van Leeuwen’s Visual Grammar
        3.2.1 Representational Meaning
        3.2.2 Interactive Meaning
        3.2.3 Compositional Meaning
    3.3 Forceville & Urios-Aparisi’s Multimodal Metaphor
Chapter 4 Toward a Study of Discourse Analysis on Public Service Advertisements From the Integrative Perspective of VG and MM
    4.1 The Research of Multimodal Discourse Analysis on Public Service Advertisements in OBOR From the Perspective of VG and MM
        4.1.1 The Characteristic and Function of Image Meaning on Public Service Advertisements in OBOR
        4.1.2 The Characteristic and Function of Literal Meaning on Public Service Advertisements in OBOR
        4.1.3 The Characteristic and Function of Sound Meaning on Public Service Advertisements in OBOR
    4.2 The Research of Multimodal Discourse Analysis on Public Service Advertisements in Traditional Value From the Perspective of VG and MM
        4.2.1 The Characteristic and Function of Image Meaning on Public Service Advertisements in Accompanying Parents
        4.2.2 The Characteristic and Function of Literal Meaning on Public Service Advertisements in Accompanying Parents
        4.2.3 The Characteristic and Function of Sound Meaning on Public Service Advertisements in Accompanying Parents
    4.3 The Research of Multimodal Discourse Analysis on Public Service Advertisements in Protecting Environment From the Perspective of VG and MM
        4.3.1 The Characteristic and Function of Image Meaning on Public Service Advertisements in Protecting Animals
        4.3.2 The Characteristic and Function of Literal Meaning on Public Service Advertisements in Protecting Animals
        4.3.3 The Characteristic and Function of Sound Meaning on Public Service Advertisements in Protecting Animals
    4.4 The Research of Multimodal Discourse Analysis on Public Service Advertisements in National Health From the Perspective of VG and MM
        4.4.1 The Characteristic and Function of Image Meaning on Public Service Advertisements in Smoking Ban
        4.4.2 The Characteristic and Function of Literal Meaning on Public Service Advertisements in Smoking Ban
        4.4.3 The Characteristic and Function of Sound Meaning on Public Service Advertisements in Smoking Ban
    4.5 The Research of Multimodal Discourse Analysis on Public Service Advertisements in Anti-discrimination From the Perspective of VG and MM
        4.5.1 The Characteristic and Function of Image Meaning on Public Service Advertisements in Anti-discrimination
        4.5.2 The Characteristic and Function of Literal Meaning on Public Service Advertisements in Anti-discrimination
        4.5.3 The Characteristic and Function of Sound Meaning on Public Service Advertisements in Anti-discrimination
    4.6 The Research of Multimodal Discourse Analysis on Public Service Advertisements in Social Civilization From the Perspective of VG and MM
        4.6.1 The Characteristic and Function of Image Meaning on Public Service Advertisements in Caring for others
        4.6.2 The Characteristic and Function of Literal Meaning on Public Service Advertisements in Caring for others
        4.6.3 The Characteristic and Function of Sound Meaning on Public Service Advertisements in Caring for others
    4.7 The Interaction Among Three Modalities in Public Service Advertisements
Chapter 5 Conclusion
    5.1 Findings and Contributions of the Study
    5.2 Limitations and Suggestions
Bibliography
攻讀碩士學位期間所發(fā)表的學術(shù)論文
Acknowledgements



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