本文選題：多模態(tài)話語 + 商業(yè)廣告　； 參考：《武漢科技大學(xué)》2012年碩士論文

【摘要】：隨著科學(xué)技術(shù)以及網(wǎng)絡(luò)的迅速發(fā)展，傳統(tǒng)意義上語言的主導(dǎo)地位正受到來自諸如圖片，聲音以及顏色等非語言符號系統(tǒng)的挑戰(zhàn)。結(jié)合語言，非語言社會符號在日常交際和信息傳播中的作用越來越明顯。人們發(fā)現(xiàn)，單純從語言角度已經(jīng)不能對話語進(jìn)行深入準(zhǔn)確的分析和研究，而必須把多種媒體和多種模態(tài)結(jié)合起來進(jìn)行解讀。以語言為主要研究對象的傳統(tǒng)話語分析也要向更加復(fù)雜的、包含更多符號系統(tǒng)的多模態(tài)話語分析轉(zhuǎn)變。要對各個(gè)模態(tài)中表達(dá)的意義進(jìn)行綜合解讀，傳統(tǒng)的以語言為研究對象的語法顯然已經(jīng)無法滿足要求。這就需要建構(gòu)新的能夠解讀多模態(tài)語篇中多個(gè)符號系統(tǒng)的語法體系。Kressvan Leeuwen(1996)以系統(tǒng)功能語言學(xué)理論為基礎(chǔ)，建立了分析視覺圖像的語法框架，為多模態(tài)話語分析提供了理論基礎(chǔ)和分析方法。 在交際和傳播日益多模態(tài)化的背景下，廣告話語也呈現(xiàn)出多種形態(tài)。但是以往的廣告話語分析都集中在文本上，，很少涉及圖片、動(dòng)畫、聲音和顏色等多種意義層面。作為語篇分析的核心，在視覺語法出現(xiàn)之前，語篇銜接的研究主要集中在純文本的單模態(tài)研究上。Kressvan Leeuwen視覺語法的提出為廣告話語的多模態(tài)分析提供了可能。本文基于前人提出的銜接理論及多模態(tài)語篇圖文關(guān)系的研究，以視覺語法和評價(jià)理論為依托，結(jié)合系統(tǒng)功能語言學(xué)理論，創(chuàng)建了一個(gè)實(shí)驗(yàn)性的多模態(tài)語篇銜接框架以分析多模態(tài)平面商業(yè)廣告語篇的圖文銜接關(guān)系，旨在探討商業(yè)廣告中語言和圖像等符號是通過何種銜接關(guān)系構(gòu)建成一個(gè)完整意義的語篇，并說明多模態(tài)廣告語篇中共現(xiàn)的多種符號模態(tài)如何聚合產(chǎn)生“合力”，共同參與意義表達(dá)從而影響消費(fèi)者的意識形態(tài)，最終說服其購買廣告中的產(chǎn)品。 論文結(jié)合系統(tǒng)功能語法和視覺語法相關(guān)理論論證了銜接理論框架分析多模態(tài)語篇的可行性，打破了傳統(tǒng)語篇銜接分析的局限，豐富了多模態(tài)廣告語篇分析的研究維度，闡釋了廣告運(yùn)用不同社會符號模態(tài)實(shí)現(xiàn)其宣傳并最終說服顧客購買產(chǎn)品的目的。此外，本文還對廣告中語言和圖像的相互作用和聚合方式進(jìn)行了較深入的分析。
[Abstract]:With the rapid development of science and technology and the Internet, the traditional dominant position of language is being challenged by non-linguistic symbol systems such as pictures, sounds and colors. Combined with language, the role of non-verbal social symbols in daily communication and information dissemination is becoming more and more obvious. It has been found that discourse can not be analyzed and studied in depth and accurately from the perspective of language, but must be interpreted in combination with multiple media and modes. The traditional discourse analysis, which focuses on language as its main object, has to be transformed into a more complex, multi-modal discourse analysis with more symbolic systems. In order to comprehensively interpret the meaning of each modal, the traditional grammar, which takes language as the object of study, is obviously unable to meet the requirements. Therefore, it is necessary to construct a new grammar system which can interpret multiple symbolic systems in multimodal discourse. Kressvan Leeuwen (1996), based on the theory of systemic functional linguistics, establishes a grammatical framework for the analysis of visual images. It provides a theoretical basis and analytical method for multimodal discourse analysis. In the context of increasingly multimodal communication and communication, advertising discourse also presents a variety of forms. But in the past, the analysis of advertising discourse focused on the text, rarely involving pictures, animation, sound and color and other aspects of meaning. As the core of discourse analysis, before the appearance of visual grammar, the study of discourse cohesion mainly focused on the single-modal study of pure text. The presentation of Kressvan Leeuwen visual grammar provides the possibility for multimodal analysis of advertising discourse. Based on the previous studies of cohesion theory and multi-modal text relations, this thesis is based on visual grammar and evaluation theory, combined with the theory of systemic functional linguistics. An experimental multimodal textual cohesion framework is created to analyze the graphic and textual cohesion of multimodal commercial advertising discourse. The purpose of this paper is to explore how the symbols such as language and image in commercial advertisements are constructed into a text with a complete meaning by means of the cohesive relations, and to explain how the multiple symbolic modes that exist in multimodal advertising texts converge to produce "resultant force". Participation in the expression of meaning affects the ideology of consumers and ultimately persuades them to buy products in advertisements. Combining the relevant theories of systemic functional grammar and visual grammar, this paper demonstrates the feasibility of analyzing multi-modal discourse within the framework of cohesion theory, which breaks the limitation of traditional discourse cohesion analysis and enriches the research dimension of multi-modal advertising discourse analysis. This paper explains the purpose of advertising using different modes of social symbols to promote and persuade customers to buy products. In addition, the interaction and aggregation of language and image in advertising are also analyzed.
【學(xué)位授予單位】：武漢科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：H052

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 張德祿;論語篇連貫[J];外語教學(xué)與研究;2000年02期

本文編號：2069842