本文選題：圖文公益廣告　切入點(diǎn)：圖文隱喻　出處：《南京航空航天大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：商業(yè)的繁榮逐漸提高了人們的生活水平，但是與之相應(yīng)的一系列社會(huì)問(wèn)題也日益凸顯出來(lái)，如自然生態(tài)的失衡、倫理道德的淪喪。為了喚起人們對(duì)這些問(wèn)題的重視，公益廣告應(yīng)運(yùn)而生，因此公益廣告的研究具有一定的社會(huì)現(xiàn)實(shí)意義。本研究以評(píng)價(jià)理論和多模態(tài)隱喻為理論框架，應(yīng)用多模態(tài)語(yǔ)篇分析法，通過(guò)統(tǒng)計(jì)分析英語(yǔ)公益廣告的語(yǔ)言和圖像的認(rèn)知評(píng)價(jià)特點(diǎn)，探討關(guān)愛類、恐懼類和滿意類英語(yǔ)公益廣告中的語(yǔ)言和圖像符號(hào)系統(tǒng)的人際互動(dòng)意義實(shí)現(xiàn)方式，分析影響廣告受眾的認(rèn)知過(guò)程。 研究發(fā)現(xiàn)，在三類公益廣告中，情感資源是最主要的態(tài)度實(shí)現(xiàn)方式，判斷、介入資源次之。具體類別中表現(xiàn)各有所特點(diǎn)。在關(guān)愛類廣告中，使用最頻繁的情感資源是高興和滿足，設(shè)計(jì)者旨在通過(guò)展現(xiàn)美好的畫面來(lái)激發(fā)受眾的愛心；在判斷子系統(tǒng)中，正面才干資源利用最多，通過(guò)肯定大眾的能力，以贏得他們的信任并促使他們立即采取積極行動(dòng)；介入資源中使用最多的是話語(yǔ)引發(fā)，借助對(duì)讀者表示尊重并更好地說(shuō)服他們。在恐懼類廣告中，使用最頻繁的情感資源是安全和滿足，廣告通過(guò)恐怖的畫面向讀者施加壓力，進(jìn)而阻止這類行為的發(fā)生；在判斷子系統(tǒng)中，正當(dāng)性資源使用最多，旨在表達(dá)對(duì)此類行為的譴責(zé)和禁止；介入資源中使用最廣泛的是話語(yǔ)收縮中的否認(rèn)，用于直接反對(duì)讀者的不合適的觀點(diǎn)和行為。在滿意類廣告中，使用最頻繁的情感資源是高興和滿足，廣告向讀者客觀的呈現(xiàn)社會(huì)事實(shí)，并讓讀者去做出判斷；在判斷子系統(tǒng)中，正當(dāng)性資源使用最廣泛，用于表達(dá)對(duì)此類行為的不贊同；介入資源中使用最多的是話語(yǔ)收縮中的否認(rèn)。此外，在三類廣告中，級(jí)差資源中使用最廣泛的是加強(qiáng)的語(yǔ)勢(shì)，廣告設(shè)計(jì)者用這種語(yǔ)言策略來(lái)肯定他自己所作出的態(tài)度評(píng)價(jià)，以說(shuō)服讀者持相同觀點(diǎn)。 本研究還發(fā)現(xiàn)，，圖像和語(yǔ)言在構(gòu)建隱喻和評(píng)價(jià)意義的過(guò)程中呈現(xiàn)共現(xiàn)和互補(bǔ)兩種關(guān)系。在共現(xiàn)類公益廣告中，圖像和語(yǔ)言可以獨(dú)立構(gòu)建隱喻和評(píng)價(jià)意義。由于圖像的解讀具有多向性，語(yǔ)言錨定圖像的意義，點(diǎn)明圖像的主題。在互補(bǔ)類公益廣告中，語(yǔ)言協(xié)助圖像構(gòu)建隱喻和評(píng)價(jià)意義，圖像與語(yǔ)言相互補(bǔ)充、相互加強(qiáng)。通過(guò)直觀呈現(xiàn)具體的事物或場(chǎng)景，圖像細(xì)化、充實(shí)語(yǔ)言信息。因此，與語(yǔ)言相比，圖像能更豐富、更形象的表現(xiàn)評(píng)價(jià)意義。 研究期望能給讀者和廣告設(shè)計(jì)者提供參考，促進(jìn)讀者和廣告設(shè)計(jì)者之間的交流，進(jìn)而為設(shè)計(jì)者創(chuàng)造出更有效的公益廣告提供借鑒。
[Abstract]:The prosperity of commerce has gradually improved the living standard of people, but a series of social problems have become more and more prominent, such as the imbalance of natural ecology, the decline of ethics and morality, in order to arouse people's attention to these problems. Therefore, the study of public service advertising has a certain social practical significance. This study takes evaluation theory and multi-modal metaphor as the theoretical framework and applies multi-modal discourse analysis. Based on the statistical analysis of the cognitive evaluation characteristics of language and images in English public service advertising, this paper probes into the ways to realize the interpersonal interaction meaning of language and image symbol systems in English public service advertisements of love, fear and satisfaction. Analyze the cognitive process that affects the advertising audience. The study found that among the three types of public service advertising, emotional resources are the most important way to achieve attitude, judgment and intervention of resources are the second. The most frequently used emotional resources are pleasure and contentment. The designers aim to inspire the love of the audience by presenting beautiful pictures. In the judgment subsystem, positive talent resources are used the most, by affirming the ability of the public. In order to win their trust and prompt them to take immediate positive action; the most frequently used intervention resources are utterances, by showing respect to the reader and by better persuading them. The most frequently used emotional resources are security and satisfaction, and advertising exerts pressure on readers through horrific images to prevent such acts from happening; in the judgment subsystem, legitimate resources are used the most. The aim is to express condemnation and prohibition of such acts; the most widely used intervention resources are denials in discourse contraction, which are used to directly oppose inappropriate views and behaviors of readers. The most frequently used emotional resources are pleasure and satisfaction, advertisements objectively present social facts to readers and let readers make judgments, in the judgment subsystem, legitimate resources are most widely used to express disapproval of such behavior. In addition, among the three types of advertisements, the most widely used among the three kinds of advertising resources is the reinforcement of the language, the advertising designer uses this language strategy to confirm his own attitude evaluation. To persuade the reader to hold the same view. The present study also finds that image and language are co-existing and complementary in the process of constructing metaphor and evaluating meaning. Image and language can independently construct metaphor and evaluation meaning. Because of the multi-directional interpretation of image, language anchors the meaning of image and points out the theme of image. In complementary public service advertisement, language helps to construct metaphor and evaluation meaning of image. Image and language complement each other and reinforce each other. Through visual presentation of specific things or scenes, images refine and enrich language information. Therefore, compared with language, images can be more abundant and more visual performance evaluation significance. The research is expected to provide reference for readers and advertising designers, promote the communication between readers and advertising designers, and then provide reference for designers to create more effective public service advertising.
【學(xué)位授予單位】：南京航空航天大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：H136

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