本文選題：多模態(tài)語篇分析 + 視覺語法�。� 參考：《西安外國語大學(xué)》2013年碩士論文

【摘要】：最近幾年，公益廣告在中國如雨后春筍般迅速發(fā)展，與此同時(shí)，此類廣告也受到了來自語言學(xué)界各位學(xué)者的關(guān)注，公益廣告在本文中同樣也占據(jù)了主角地位。因?yàn)楸疚闹荚谕ㄟ^采用以下即將提到的語言學(xué)理論來深入研究此類廣告。鑒于本文的研究意義，我們大家都知道，公益廣告的目的在于告知或者警告人們當(dāng)前社會(huì)或者世界存在或者即將出現(xiàn)的問題,例如，，環(huán)境污染問題，資源短缺問題等等。以便看到廣告的人能夠改變自己的想法或者行為來解決問題。因此，公益廣告的最突出的特色之一就是高度的說服力，為了提高說服力，公益廣告有大量的彩圖，圖片，文字，語音等共存的現(xiàn)象，這也就是為什么我們要把這一類廣告作為多模態(tài)語篇研究的目標(biāo)。本文研究的目的有兩個(gè)，第一，我們將Luween以及Kress的視覺語法引用過來，旨在看看其是否適應(yīng)于公益廣告研究，拓寬其適用性。第二，我們希望通過這個(gè)研究來提高公益廣告的可閱讀性，同時(shí)也給廣告設(shè)計(jì)者一些啟發(fā)。 作為多模態(tài)語篇的代表，公益廣告確實(shí)當(dāng)之無愧，因?yàn)橐唬鎻V告中包含了多種語態(tài)，比如說文字，彩圖，語音，第二，這些語態(tài)甚至可以共存于同一語篇。在這篇文章中，我們應(yīng)用到了韓里德的功能語法，同時(shí)也采用了視覺語法，兩者相互補(bǔ)充。本文的研究語料主要來自公益廣告網(wǎng)（(http//www.gongyigg.cn)，以及中國廣告網(wǎng)(http//www.chinaadren.com)。除此之外，本文還采用了案例分析的方法，以期找出各種模態(tài)之間更深層次的聯(lián)系。根據(jù)本文的研究結(jié)果，我們知道，各個(gè)模態(tài)的出現(xiàn)都非偶然，相反，它們是根據(jù)一定的規(guī)則排列組合，來達(dá)到增強(qiáng)廣告宣傳意義的結(jié)果，或者它們是彼此不可或缺的意義傳遞的合作伙伴，使廣告的功能達(dá)到最好�？傊�，它們都是按照一定的順序合并在一個(gè)廣告中的。 通過采用視覺語法和功能語法對(duì)公益廣告的研究，可以進(jìn)一步拓寬這兩個(gè)理論的應(yīng)用范圍，進(jìn)一步證明這些理論同樣可以用來分析公益廣告。此外，我們也可以提高公益廣告的可閱讀性，讓語言學(xué)理論能夠影響到廣告設(shè)計(jì)者，以此設(shè)計(jì)出更好的廣告。
[Abstract]:In recent years, public service advertising has been developing rapidly in China. At the same time, this kind of advertising has also been concerned by scholars from the linguistic field. Public service advertising has also occupied the leading role in this paper.The purpose of this paper is to study this kind of advertising in depth by using the following linguistic theories.In view of the significance of this study, we all know that the purpose of public service advertising is to inform or warn people of the existing or imminent problems in the current society or the world, such as environmental pollution, shortage of resources and so on.So that people who see ads can change their mind or behavior to solve problems.Therefore, one of the most prominent features of public service advertising is its high degree of persuasiveness. In order to improve its persuasion, public service advertising has a large number of color pictures, pictures, words and sounds.This is why we should take this kind of advertisement as the target of multimodal discourse research.The purpose of this study is twofold. First, we refer to the visual grammar of Luween and Kress in order to see if they are suitable for the study of public service advertising and broaden their applicability.Second, we hope to improve the readability of public service advertising through this study, but also to give advertising designers some inspiration.As the representative of multimodal discourse, public service advertisement is worthy of the meaning. Firstly, public service advertisement contains many kinds of voice, such as text, color picture, pronunciation, and second, these voices can even coexist in the same text.In this article, we apply Harriet's functional grammar and visual grammar to complement each other.The research corpus of this paper is mainly from http / / / www.gongyigg.cn.com and China Advertising Web site http / / www.adren.com.com.In addition, a case study method is used to find out the deeper relationship between different modes.According to the results of this study, we know that the appearance of each modal is not accidental, on the contrary, they are arranged and combined according to certain rules to achieve the result of enhancing the significance of advertising.Or they are partners in the transmission of meaning that is indispensable to each other, making advertising work to the best of its ability.In short, they are all combined in a certain order in one advertisement.By using visual grammar and functional grammar to study public service advertising, we can further broaden the scope of application of these two theories, and further prove that these theories can also be used to analyze public service advertising.In addition, we can also improve the readability of public service advertising, so that linguistic theory can influence the advertising designers to design better advertising.
【學(xué)位授予單位】：西安外國語大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：H146

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本文編號(hào)：1734636