隨著多媒體的進(jìn)步與發(fā)展,語言不再是人們傳播信息的唯一途徑,圖片、聲音、顏色等模態(tài)及多種模態(tài)間的互動發(fā)揮著越來越重要的作用。宣傳片作為典型的動態(tài)多模態(tài)話語,是對所宣傳對象內(nèi)部有重點(diǎn)、有秩序地進(jìn)行策劃、拍攝、錄音、剪輯、配音、配樂、合成輸出制作的成片,目的是為了讓社會不同層面的人士對宣傳的對象產(chǎn)生正面、良好的印象,從而建立好感和信任度。本文選取五部中國的宣傳片,包括2008北京奧運(yùn)會、2010上海世博會、2014中國APEC、“一帶一路”和杭州G20峰會,以系統(tǒng)功能語法的人際理論以及視覺語法的互動意義理論為框架,對五部宣傳片進(jìn)行分析。研究表明,在語言系統(tǒng)的表達(dá)層面,五部宣傳片通過運(yùn)用不同的語氣詞和情態(tài)詞,使用陳述語氣和表達(dá)概率值的情態(tài)動詞來表達(dá)宣傳片制作者的態(tài)度和推斷,并試圖影響觀眾的態(tài)度和行為。在視覺系統(tǒng)的表達(dá)層面,宣傳片通過對圖像的行為、社會距離和態(tài)度巧妙的選擇和設(shè)計(jì),以建立有效的互動意義,與觀眾進(jìn)行互動。在語言系統(tǒng)和視覺系統(tǒng)互動的表達(dá)層面,二者相輔相成,同時(shí)與背景音樂和字幕等其他成分結(jié)合,與觀眾構(gòu)建更有效的人際意義。此外,五部宣傳片在敘述上,通過在人際意義構(gòu)建、創(chuàng)作手法以及主題選取上...

【文章頁數(shù)】：82 頁

【學(xué)位級別】：碩士

【文章目錄】：
Acknowledgements
摘要
ABSTRACT
1 Introduction
    1.1 Research background
    1.2 Purpose and significance
    1.3 Organization of the thesis
2 Literature Review
    2.1 Multimodal discourse study
        2.1.1 Multimodality
        2.1.2 Discourse analysis
        2.1.3 Multimodal discourse analysis
    2.2 Previous studies on multimodal discourse analysis
        2.2.1 Previous studies on multimodal discourse analysis abroad
        2.2.2 Previous studies on multimodal discourse analysis in China
    2.3 Previous studies on national image
        2.3.1 Previous studies on national image abroad
        2.3.2 Previous studies on national image at home
    2.4 Previous studies on promotional video
3 Theoretical Framework
    3.1 Systemic functional linguistics
    3.2 Visual grammar
    3.3 The interpersonal function
        3.3.1 Mood System
        3.3.2 Modality System
    3.4 The interactive meaning
        3.4.1 Contact
        3.4.2 Social distance
        3.4.3 Attitude
4 Construction of Interpersonal Meaning
    4.1 Introduction
    4.2 The interpersonal meaning of verbal part
        4.2.1 Mood
        4.2.2 Modality
5 Construction of Interactive Meaning
    5.1 Introduction
    5.2 The interactive meaning of visual part
        5.2.1 Contact
        5.2.2 Social distance
        5.2.3 Attitude
            5.2.3.1 Horizontal angle and involvement
            5.2.3.2 Vertical angle and power relation
6 Interaction of Different Modes
    6.1 The interaction between verbal language and images
    6.2 The interaction of different modes
7 Conclusion and Discussion
Notes
Bibliography
Appendix
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