本文選題：多模態(tài)話語(yǔ)分析 + 可口可樂(lè)視頻廣告��； 參考：《安徽大學(xué)》2017年碩士論文

【摘要】：由于我們正處在一個(gè)注意力資源稀缺的時(shí)代,商業(yè)廣告設(shè)計(jì)者通常在有限的篇幅內(nèi)充分利用視覺(jué)、聽(tīng)覺(jué)等感官刺激來(lái)吸引觀眾的注意。然而,以往對(duì)廣告的多模態(tài)研究主要局限于對(duì)其語(yǔ)言和圖像的研究,而對(duì)聽(tīng)覺(jué)模態(tài)如聲效、音樂(lè)等的研究較少。鑒于此,為了闡明視頻廣告的多模態(tài)特性,本研究以中美各十篇可口可樂(lè)視頻廣告作為研究對(duì)象,在視覺(jué)語(yǔ)法和聽(tīng)覺(jué)語(yǔ)法構(gòu)成的改良框架下進(jìn)行多模態(tài)話語(yǔ)對(duì)比分析,并嘗試闡明中美視頻廣告模態(tài)異同的原因。研究發(fā)現(xiàn),本研究中的視覺(jué)和聽(tīng)覺(jué)模態(tài)互相補(bǔ)充,共同構(gòu)建語(yǔ)篇的整體意義。其中,具有豐富表現(xiàn)力的視覺(jué)模態(tài)(包括圖像和文字)起著信息和情感交流的主導(dǎo)作用;聽(tīng)覺(jué)模態(tài)(包括音樂(lè)、聲效和言語(yǔ))除了提高廣告的審美價(jià)值之外,還起到了強(qiáng)化和突出產(chǎn)品特色的作用。另外,中美可口可樂(lè)廣告均更偏向于宣傳商品的符號(hào)性?xún)r(jià)值,并頻繁通過(guò)采用低角度視角和高模態(tài)將可口可樂(lè)形象展現(xiàn)得更具吸引力。此外,美國(guó)可口可樂(lè)視頻廣告并不依賴(lài)于文字描述,因其廣告中經(jīng)常出現(xiàn)音樂(lè)和主題歌曲而不經(jīng)常使用言語(yǔ)(包括獨(dú)白,旁白和對(duì)話)。相比之下,言語(yǔ)(尤其言語(yǔ)重復(fù))在中國(guó)可口可樂(lè)視頻廣告中很普遍。造成中美兩國(guó)可口可樂(lè)視頻廣告中差異的原因多反映在文化價(jià)值取向方面:在大部分情況下,中國(guó)的廣告經(jīng)常使用朋友或家庭成員完美和諧相處的畫(huà)面來(lái)強(qiáng)調(diào)一致性和集體利益至上,而美國(guó)廣告則常常以獨(dú)特性和個(gè)人成就作為賣(mài)點(diǎn)。此外,與美國(guó)人坦率、直言不諱的表達(dá)方式相比,中國(guó)人在表達(dá)上傾向于間接婉轉(zhuǎn)。這項(xiàng)研究不僅證明了多模態(tài)話語(yǔ)分析的巨大價(jià)值,還為國(guó)際廣告制作者提供了在不同國(guó)家使用對(duì)應(yīng)廣告策略的啟示。
[Abstract]:Because we are in an era of scarce attention resources, commercial advertising designers usually make full use of visual, auditory and other sensory stimuli to attract audience attention in limited space. However, in the past, the multi-modal study of advertising was mainly confined to the study of language and image, but the study of auditory modes such as sound effect and music was less. In view of this, in order to elucidate the multi-modal characteristics of video advertising, this study takes ten Coca-Cola video advertisements in China and the United States as research objects, and makes a comparative analysis of multi-modal discourse under the improved framework of visual grammar and auditory grammar. And tries to clarify the Chinese and American video advertising mode similarities and differences reasons. It is found that the visual and auditory modes complement each other to construct the overall meaning of the discourse. Among them, visual modes with rich expressiveness (including images and words) play a leading role in information and emotional communication; auditory modes (including music, sound effects and speech) not only enhance the aesthetic value of advertising, but also enhance the aesthetic value of advertising. Also played the role of strengthening and highlighting the characteristics of products. In addition, Coca-Cola advertisements in China and the United States are more inclined to promote the symbolic value of the product, and frequently use low-angle and high-modal to show the Coca-Cola image more attractive. In addition, Coca Cola video ads in the United States do not rely on word descriptions because they often contain music and theme songs rather than words (including monologues, narratives and dialogue). By contrast, words (especially verbal repetition) are common in Chinese Coca-Cola video ads. The reasons for the differences in Coca-Cola video advertising between China and the United States are mostly reflected in the cultural value orientation: in most cases, Chinese ads often use images of friends or family members to live in perfect harmony to emphasize consistency and collective interest, while American ads often sell on uniqueness and personal achievement. In addition, the Chinese tend to express themselves more indirectly than Americans are candid and outspoken. This study not only proves the great value of multimodal discourse analysis, but also provides inspiration for international advertising makers to use corresponding advertising strategies in different countries.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：H315;H15

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