“娃哈哈”飲料平面廣告多模態(tài)話語分析
發(fā)布時間：2022-07-22 15:34
20世紀60年代中期話語分析發(fā)展成為一個集中研究語言系統(tǒng)和語義結(jié)構(gòu)的獨立研究領(lǐng)域。但它忽視了對諸如圖像,聲音,顏色等其他意義表現(xiàn)形式的研究,存在較大的局限性。多模態(tài)話語分析的出現(xiàn)彌補了話語分析的不足。在飲料業(yè)這個成熟的市場中,各飲料公司都大力投資廣告來宣傳產(chǎn)品,其中易于傳播、價格靈活的平面廣告占據(jù)大份額的投資比例。平面廣告把商品信息以圖片、文字等形式傳遞出來,構(gòu)成要素主要包括文字、插圖、商標和色彩,是典型的多模態(tài)語篇。本文通過對從“娃哈哈”官網(wǎng)上收集了十大飲料品種的50副經(jīng)典平面廣告進行多模態(tài)話語分析,建立了一個較為全面的從符內(nèi)符際雙視角的分析框架:主要從韓禮德的系統(tǒng)功能語法中的及物性、語氣和主位結(jié)構(gòu)三個系統(tǒng)來分析文字符號的意義,從克勒斯和凡·勒文的視覺語法中的再現(xiàn)、互動和構(gòu)圖意義三方面探討圖像符號的意義,最后從符際互補理論來分析文字符號和圖像符號之間的相互關(guān)系以及兩者如何共同構(gòu)建整體意義。研究的主要發(fā)現(xiàn)是:在文字符號意義分析上,“娃哈哈”平面廣告主要運用傳遞客觀意義的語言系統(tǒng)來進行產(chǎn)品的宣傳,其中及物性中的存在過程、陳述語氣和標記主位運用較為頻繁;在圖像符號意義分析上,圖像通過構(gòu)建再...
【文章頁數(shù)】：105 頁
【學位級別】：碩士
【文章目錄】：
Acknowledgements
Abstract
摘要
Introduction
Background of the study
Purpose of the study
Significance of the study
Organization of the thesis
Chapter One Literature Review
1.1 Definition of Two Key Concepts
1.1.1 Multimodal Discourse
1.1.2 Beverage Print Ads
1.2 Previous Studies on Multimodal Discourse Analysis
1.2.1 Previous Studies on Multimodal Discourse Analysis Abroad
1.2.2 Previous Studies on Multimodal Discourse Analysis at Home
1.3 Previous Studies on Beverage Print Ads
Chapter Two Theoretical Foundations
2.1 Mode and Modality
2.2 Multimodal Discourse Analysis
2.2.1 Systemic Functional Grammar
2.2.2 Visual Grammar
2.2.3 Intersemiotic Complementarity
Chapter Three Research Methodology
3.1 Research Purposes
3.2 Research Approaches
3.3 Data Collection
Chapter Four Data Analysis and Discussion
4.1 The Features of Verbal Modes from Systemic Functional Grammar
4.1.1 Transitivity
4.1.2 Mood and Modality
4.1.3 Thematic Structure
4.2 The Features of Visual Modes from Visual Grammar
4.2.1 The Representational Meaning
4.2.2 The Interactive Meaning
4.2.3 The Compositional Meaning
4.3 The Relation Between Images and Words
4.3.1 Intersemiotic Representational Complementarity
4.3.2 Intersemiotic Interpersonal Complementarity
4.3.3 Intersemiotic Compositional Complementarity
Conclusion
Bibliography
攻讀學位期間取得學術(shù)成果
Appendix A
Appendix B
本文編號：3664875
【文章頁數(shù)】：105 頁
【學位級別】：碩士
【文章目錄】：
Acknowledgements
Abstract
摘要
Introduction
Background of the study
Purpose of the study
Significance of the study
Organization of the thesis
Chapter One Literature Review
1.1 Definition of Two Key Concepts
1.1.1 Multimodal Discourse
1.1.2 Beverage Print Ads
1.2 Previous Studies on Multimodal Discourse Analysis
1.2.1 Previous Studies on Multimodal Discourse Analysis Abroad
1.2.2 Previous Studies on Multimodal Discourse Analysis at Home
1.3 Previous Studies on Beverage Print Ads
Chapter Two Theoretical Foundations
2.1 Mode and Modality
2.2 Multimodal Discourse Analysis
2.2.1 Systemic Functional Grammar
2.2.2 Visual Grammar
2.2.3 Intersemiotic Complementarity
Chapter Three Research Methodology
3.1 Research Purposes
3.2 Research Approaches
3.3 Data Collection
Chapter Four Data Analysis and Discussion
4.1 The Features of Verbal Modes from Systemic Functional Grammar
4.1.1 Transitivity
4.1.2 Mood and Modality
4.1.3 Thematic Structure
4.2 The Features of Visual Modes from Visual Grammar
4.2.1 The Representational Meaning
4.2.2 The Interactive Meaning
4.2.3 The Compositional Meaning
4.3 The Relation Between Images and Words
4.3.1 Intersemiotic Representational Complementarity
4.3.2 Intersemiotic Interpersonal Complementarity
4.3.3 Intersemiotic Compositional Complementarity
Conclusion
Bibliography
攻讀學位期間取得學術(shù)成果
Appendix A
Appendix B
本文編號：3664875
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