發(fā)布時(shí)間：2022-12-25 10:00

　　自上世紀(jì)（?）0年代Zellig Harris提出話語(yǔ)分析理論以來(lái),學(xué)界對(duì)話語(yǔ)的分析研究己近六十余年的歷史,研究的對(duì)象也從單純地對(duì)語(yǔ)言文字的研究轉(zhuǎn)向?qū)ζ渌B(tài)資源的研究。因此,在上世紀(jì)九十年代,多模態(tài)話語(yǔ)分析逐漸在語(yǔ)言學(xué)界流行起來(lái),越來(lái)越多的學(xué)者積極探索多個(gè)模態(tài)資源互動(dòng)與結(jié)合的機(jī)制與意義產(chǎn)生。數(shù)碼產(chǎn)品在最近二三十年的發(fā)展可謂是迅猛生長(zhǎng),以電腦與手機(jī)為代表的數(shù)碼產(chǎn)品在改變?nèi)藗兘涣鞣绞降耐瑫r(shí),也成了日常生活中必不可少的一部分。數(shù)碼產(chǎn)品平面廣告伴隨著產(chǎn)品本身的熱度在過(guò)去二三十年也有了長(zhǎng)足的發(fā)展。針對(duì)目前國(guó)內(nèi)多模態(tài)分析領(lǐng)域?qū)?shù)碼產(chǎn)品平面廣告研究主題的不足,本研究嘗試解決以下三個(gè)問題:1.數(shù)碼產(chǎn)品平面廣告語(yǔ)篇的圖像特征有哪些?2.數(shù)碼產(chǎn)品平面廣告語(yǔ)篇的語(yǔ)言特征有哪些?3.圖像和語(yǔ)言在數(shù)碼產(chǎn)品平面廣告語(yǔ)篇中的互動(dòng)與構(gòu)建方式有哪些?本研究基于Kress＆van Leeuwen的視覺語(yǔ)法規(guī)則,結(jié)合韓禮德的系統(tǒng)功能語(yǔ)法,針對(duì)過(guò)往40份數(shù)碼產(chǎn)品平面廣告語(yǔ)篇展開多模態(tài)話語(yǔ)分析,視覺語(yǔ)法在于分析語(yǔ)料的圖像特征,系統(tǒng)功能語(yǔ)法在于分析語(yǔ)料的語(yǔ)言特征。研究發(fā)現(xiàn):1.從圖像特征來(lái)看,數(shù)碼產(chǎn)品平面廣告中既包含大量描述動(dòng)... 

【文章頁(yè)數(shù)】：74 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
Acknowledgements
摘要
Abstract
List of Abbreviations
Chapter One Introduction
    1.1 Research Background
    1.2 Research Purpose and Significance
    1.3 Layout of the Thesis
Chapter Two Literature Review
    2.1 Basic Concepts
        2.1.1 Mode and Medium
        2.1.2 Multimodality and Multimodal Discourse Analysis
        2.1.3 Advertising and Print Advertisement
    2.2 Studies on Multimodal Discourse Analysis
        2.2.1 Development of MDA abroad
        2.2.2 Development of MDA at Home
    2.3 Studies on MDA of Advertising
        2.3.1 Studies on MDA of Advertising abroad
        2.3.2 Studies on MDA of Advertising at Home
    2.4 Research Gap
Chapter Three Theoretical Framework
    3.1 Halliday's Systemic Functional Grammar
        3.1.1 Introduction of SFG
        3.1.2 Three Meta-Functions of Language
            3.1.2.1 Ideational Function
            3.1.2.2 Interpersonal Function
            3.1.2.3 Textual Function
    3.2 Kress & van Leeuwen's Visual Grammar
        3.2.1 Representational Function
        3.2.2 Interactive Function
        3.2.3 Compositional Function
    3.3 Summary
Chapter Four Research Design
    4.1 Research Questions
    4.2 Data Collection
    4.3 Research Methods and Procedures
Chapter Five Analysis and Discussion
    5.1 Visual Features of Digital Product Print Advertisements
        5.1.1 Representational Function
            5.1.1.1 Narrative Representation
            5.1.1.2 Conceptual Representation
        5.1.2 Interactive Function
            5.1.2.1 Contact
            5.1.2.2 Social Distance
            5.1.2.3 Attitude
            5.1.2.4 Modality
        5.1.3 Compositional Function
            5.1.3.1 Information Value
            5.1.3.2 Salience
            5.1.3.3 Framing
    5.2 Linguistic Features of Digital Product Print Advertisements
        5.2.1 Ideational Function
        5.2.2 Interpersonal Function
        5.2.3 Textual Function
    5.3 Cross Analysis of Visual and Verbal Modes
        5.3.1 Analysis of Ideational & Representational Function
        5.3.2 Analysis of Interpersonal & Interactive Function
        5.3.3 Analysis of Textual & Compositional Function
Chapter Six Conclusion
    6.1 Major Findings
    6.2 Implications to Current Studies
    6.3 Limitations
    6.4 Suggestions for Further Studies
References
List of Publications


【參考文獻(xiàn)】：
期刊論文
[1]國(guó)內(nèi)多模態(tài)話語(yǔ)分析綜論（2003—2017）——以CSSCI來(lái)源期刊發(fā)表成果為考察對(duì)象[J]. 潘艷艷,李戰(zhàn)子.  福建師范大學(xué)學(xué)報(bào)(哲學(xué)社會(huì)科學(xué)版). 2017(05)
[2]多模態(tài)話語(yǔ)分析在中國(guó)研究的現(xiàn)狀、特點(diǎn)和發(fā)展趨勢(shì)——以期刊成果為例[J]. 程瑞蘭,張德祿.  中國(guó)外語(yǔ). 2017(03)
[3]多模態(tài)小說(shuō)中的圖文關(guān)系及意義建構(gòu)研究[J]. 田園,劉世生.  外語(yǔ)教學(xué). 2017(02)
[4]“中國(guó)夢(mèng)”系列公益廣告中的多模態(tài)隱喻[J]. 官科.  湖南科技大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版). 2015(04)
[5]網(wǎng)絡(luò)視頻廣告多模態(tài)隱喻與轉(zhuǎn)喻的認(rèn)知構(gòu)建[J]. 鐘書能,李丹婷.  山東外語(yǔ)教學(xué). 2014(04)
[6]多模態(tài)研究方法和研究領(lǐng)域[J]. 李華兵.  西安外國(guó)語(yǔ)大學(xué)學(xué)報(bào). 2013(03)
[7]多模態(tài)話語(yǔ)分析的雙重視角——社會(huì)符號(hào)觀與概念隱喻觀的連接與互補(bǔ)[J]. 張德祿,郭恩華.  外國(guó)語(yǔ)(上海外國(guó)語(yǔ)大學(xué)學(xué)報(bào)). 2013(03)
[8]多模態(tài)話語(yǔ)研究的緣起與進(jìn)展[J]. 代樹蘭.  外語(yǔ)學(xué)刊. 2013(02)
[9]對(duì)視頻語(yǔ)篇的多模態(tài)話語(yǔ)分析——以一則企業(yè)形象電視廣告為例[J]. 姚銀燕,陳曉燕.  外國(guó)語(yǔ)文. 2013(01)
[10]新聞漫畫多模態(tài)隱喻表征方式研究——模態(tài)配置的類型、特點(diǎn)及理?yè)?jù)[J]. 俞燕明.  外語(yǔ)研究. 2013(01)



本文編號(hào)：3726398