發(fā)布時(shí)間：2017-10-23 23:09

  本文關(guān)鍵詞：中美雜志廣告中的性別角色跨文化對(duì)比分析

  更多相關(guān)文章： 廣告 多模態(tài)批評(píng)話語分析 視覺語法 系統(tǒng)功能語法 性別角色

【摘要】：在特定的社會(huì)群體或者系統(tǒng)中,由文化決定的男女兩性的行為規(guī)范就是性別角色(康奈爾,1987,p.165)�？继啬岷突萜諣�(1983)研究發(fā)現(xiàn),在廣告中,傳統(tǒng)的性別角色比非傳統(tǒng)的性別角色更有效。然而,在不同國(guó)家或文化,男女的性別角色規(guī)范差異會(huì)非常大。因此,當(dāng)代中美財(cái)經(jīng)雜志中的性別角色跨文化對(duì)比是值得研究的。許多學(xué)者已經(jīng)從營(yíng)銷學(xué)、批評(píng)語言學(xué)、內(nèi)容分析甚至是多模態(tài)批評(píng)話語分析的視角對(duì)這個(gè)問題進(jìn)行了研究。馬金和邁爾2012年第一次在其專著中提到多模態(tài)批評(píng)話語分析的概念,它是對(duì)傳統(tǒng)批評(píng)話語分析的發(fā)展并認(rèn)為圖像和文本在雜志廣告中共同構(gòu)建意義,目的是為了揭露意義背后的意識(shí)形態(tài)。本論文采用馬金和邁爾的多模態(tài)批評(píng)話語分析視角,結(jié)合了雷斯和范?萊文的視覺語法和韓禮得的系統(tǒng)功能語法,從中美兩國(guó)財(cái)經(jīng)雜志中選出含有男女兩性的廣告并用定量和定性的方法對(duì)其隱含的性別角色進(jìn)行研究。研究按圖像和文本分析兩個(gè)步驟進(jìn)行。在圖像分析中采用了定量的方法,用考特尼和洛克瑞次(1971)的分類表對(duì)從中美兩國(guó)財(cái)經(jīng)雜志中選出的廣告進(jìn)行分類和統(tǒng)計(jì)并得出男女性別角色的差異。在此基礎(chǔ)上,用克雷斯和范?萊文的視覺語法和韓禮得的系統(tǒng)功能語法對(duì)一則商業(yè)項(xiàng)目廣告做具體的分析,以進(jìn)一步發(fā)現(xiàn)雜志廣告中圖像和文本是怎樣共同構(gòu)建性別角色以及性別角色的多模態(tài)構(gòu)建對(duì)產(chǎn)品促銷的作用。結(jié)果發(fā)現(xiàn)中國(guó)雜志廣告中的性別角色是傳統(tǒng)而死板的,而美國(guó)雜志廣告中的性別角色是多樣的,霍夫斯泰德的陽性維度依然可以解釋性別角色的差異。圖像的表征意義和文本的概念意義通過具體化,意義增補(bǔ)和插圖說明的關(guān)系來構(gòu)建性別角色。性別角色的多模態(tài)構(gòu)建能增加廣告的可信度,使廣告商更容易地與顧客建立關(guān)系并通過可能的閱讀路徑來凸顯產(chǎn)品的優(yōu)點(diǎn)。廣告商運(yùn)用多模態(tài)廣告的最終目的是為了更好地促銷產(chǎn)品�？傊�,這篇論文的結(jié)論不僅對(duì)兩國(guó)的廣告商來說非常有實(shí)用性,而且對(duì)那些對(duì)雜志廣告中暗含的性別角色沒有覺察意識(shí)的普通大眾也非常實(shí)用。該論文的理論意義在于它揭示了當(dāng)代中美兩國(guó)雜志廣告中的性別角色并且證明了多模態(tài)批評(píng)話語分析的實(shí)用性。
【關(guān)鍵詞】：廣告 多模態(tài)批評(píng)話語分析 視覺語法 系統(tǒng)功能語法 性別角色
【學(xué)位授予單位】：廣東外語外貿(mào)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：H146;H314
【目錄】：

• ACKNOWLEDGEMENTS5-6
• ABSTRACT6-8
• 摘要8-12
• LIST OF ABBREVIATIONS12-14
• CHAPTER ONE INTRODUCTION14-20
• 1.1 Research background14-16
• 1.2 Significance and rationale of the present thesis16-17
• 1.3 Research questions17-18
• 1.4 Organization of the thesis18-20
• CHAPTER TWO LITERATE REVIEW20-40
• 2.1 Previous studies on advertisements abroad and at home20-22
• 2.2 Researches on multimodal discourse analysis abroad and at home22-25
• 2.3 Development of multimodal critical discourse analysis25-29
• 2.3.1 Critical discourse analysis25-27
• 2.3.2 Multimodal critical discourse analysis27-29
• 2.4 Gender roles and gender stereotypes29-32
• 2.5 Previous researches on gender role portrayals of men and women in advertising32-38
• 2.5.1 Gender role studies from the perspective of marketing32-33
• 2.5.2 Gender role studies from the perspective of critical linguistics33
• 2.5.3 Gender role studies from the perspective of multimodal critical discourse analysis2033-34
• 2.5.4 Cross-cultural comparison of gender role studies from the perspective of contentanalysis34-38
• 2.6 Conclusion38-40
• CHAPTER THREE THEORETICAL FRAMEWORK40-50
• 3.1 Halliday’s Systemic functional grammar40-43
• 3.1.1 Ideational Function41-42
• 3.1.2 Interpersonal Function42-43
• 3.1.3 Textual Function43
• 3.2 Kress and Van Leeuwen’s visual grammar43-48
• 3.2.1 The representational meaning44-45
• 3.2.2 The Interpersonal meaning45-46
• 3.2.3 The compositional meaning46-48
• 3.3 The advantage of combining SFG and VG48-50
• CHAPTER FOUR RESEARCH PROCEDURES50-54
• 4.1 Methods and data collection50-51
• 4.2 Specific procedures51-54
• CHAPTER FIVE QUANTITATIVE ANALYSIS OF DIFFERENT ROLES OF MALES AND FEMALES54-68
• 5.1 The percentage of males and females portrayed as spokespersons in both magazines54-56
• 5.2 The percentage of males and females portrayed in working or non-working roles56-58
• 5.3 The percentage of males and females appearing together with others58-59
• 5.4 The percentage of male’s and females’ working roles portrayed59-61
• 5.5 The percentage of males and females portrayed in non-working roles61-63
• 5.6 Differentiation score by subtracting the percentage of females from the percentage ofmales in each role63-64
• 5.7 Explanation of the result from Hofstede’s masculinity dimension64-68
• CHAPTER SIX MULTIMODAL DISCOURSE ANALYSIS OF BUSINESS PROGRAM ADVERTISEMENTS68-102
• 6.1 Classification of the visual and textual elements in business program advertisements69-71
• 6.2 Textual analysis of two business program advertisements71-80
• 6.2.1 Ideational function of textual elements73-76
• 6.2.2 Interpersonal function of textual elements76-78
• 6.2.3 Textual function of textual elements78-80
• 6.3 Visual analysis of two business program advertisements80-91
• 6.3.1 Representational meaning of visual elements81-86
• 6.3.2 Interactive meaning of visual elements86-88
• 6.3.3 Compositional meaning of visual elements88-91
• 6.4 Cooperation between visual and textual elements91-102
• 6.4.1 Cooperation between representational meaning and ideational function in genderrole construction of American advertisement92-95
• 6.4.2 Cooperation between representational meaning and ideational function in genderrole construction of Chinese advertisement95-97
• 6.4.3 Cooperation between interactive meaning and interpersonal function in consumerrelationship construction of American advertisement97-100
• 6.4.4 Cooperation between interactive meaning and interpersonal function in consumerrelationship construction of Chinese advertisement100-102
• CHAPTER SEVEN CONCLUDING REMARKES102-110
• 7.1 Summary of major findings102-106
• 7.2 Implications106-107
• 7.3 Limitations107-110
• REFERENCES110-120

【共引文獻(xiàn)】

中國(guó)碩士學(xué)位論文全文數(shù)據(jù)庫 前1條

1 孫惠燕;領(lǐng)土爭(zhēng)端新聞?wù)Z篇中意識(shí)形態(tài)的批評(píng)性話語分析[D];山東大學(xué);2014年

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本文編號(hào)：1085827