本文選題：醫(yī)藥廣告 + 互動(dòng)意義�。� 參考：《蘭州理工大學(xué)》2017年碩士論文

【摘要】：醫(yī)藥廣告的最終目的是為了表達(dá)信息并勸說觀眾購買藥品,因此理解廣告中勸說性的構(gòu)建不僅對廣告制作人來說有很大的意義,對大眾來說也具有重要的意義。目前對于公益廣告和化妝品等廣告的研究正如春筍般涌現(xiàn)出來,并且這些研究也產(chǎn)生了大量富有意義的成果,但是對于通過多模態(tài)的方法研究醫(yī)藥廣告的案例則較少。本文旨在通過多模態(tài)分析的角度,尤其是通過多模態(tài)中的互動(dòng)意義分析廣告的勸說功能。本文中漢語醫(yī)藥廣告的勸說性的研究是從互動(dòng)意義的角度進(jìn)行的,而多模態(tài)語篇的互動(dòng)意義可通過語言和視覺兩個(gè)方面進(jìn)行。因此本文的醫(yī)藥廣告也通過語言和視覺兩個(gè)方面進(jìn)行研究。作者從電視廣告中收集了50條醫(yī)藥廣告作為本文的語料,每條廣告的持續(xù)時(shí)長不超過30秒。所收集的廣告都是大眾耳熟能詳?shù)?涉及感冒、咳嗽等常見疾病的醫(yī)藥廣告。定性分析法可用于闡明醫(yī)藥廣告中的互動(dòng)意義如何通過語言和圖片實(shí)現(xiàn),以體現(xiàn)廣告的勸說功能。在語言模態(tài)中,人際意義是通過語氣系統(tǒng)、情態(tài)和人稱系統(tǒng)實(shí)現(xiàn)的,而在視覺模態(tài)中,互動(dòng)意義是通過接觸、社會距離和視覺實(shí)現(xiàn)的。同時(shí)還采用Royce的符際互補(bǔ)理論研究語言模態(tài)和視覺模態(tài)是如何相互作用,構(gòu)建互動(dòng)意義并實(shí)現(xiàn)漢語醫(yī)藥廣告中的勸說功能。本研究的結(jié)果如下:在語言模態(tài)中,陳述句語氣是廣告中使用最多的一種語氣,祈使句的使用頻率排其次。在情態(tài)方面,廣告制作者使用頻率較高的是高值模態(tài)算子和低值模態(tài)算子。在對人稱代詞的使用中,第一人稱使用頻率最高,第二人稱次之。在視覺模態(tài)中,提供類圖片在語料中使用頻率較高。提供類圖片向觀眾提供信息,而索取類圖片要求觀眾采取相應(yīng)的行動(dòng)。就于社會距離而言,中鏡頭的使用頻率最高。在視角的采用中,正面角度和平視角度的使用頻率最高,正面角度和平視角度都有助于勸說功能的實(shí)現(xiàn)。廣告中的符際互補(bǔ)通過符際加強(qiáng)和態(tài)度一致實(shí)現(xiàn)。希望本研究能豐富醫(yī)藥廣告的研究范圍,有助于觀眾或潛在消費(fèi)者讀懂醫(yī)藥廣告中的勸說性語言,并采取更理智的購買行動(dòng)。此外本文還有助于廣告制作者創(chuàng)作出高質(zhì)量的醫(yī)藥廣告。
[Abstract]:The ultimate purpose of medical advertisement is to express information and persuade the audience to buy medicine, so understanding the persuasive construction in the advertisement is of great significance not only to the advertising producer but also to the public. At present, researches on public service advertising and cosmetics have sprung up like bamboo shoots, and these studies have also produced a lot of meaningful results, but there are few cases of pharmaceutical advertising through multi-modal methods. The purpose of this paper is to analyze the persuasive function of advertising from the point of view of multimodal analysis, especially through the interactive meaning of multimodal analysis. In this paper, the persuasive study of Chinese medical advertisements is carried out from the perspective of interactive meaning, while the interactive meaning of multi-modal discourse can be carried out through both linguistic and visual aspects. Therefore, the pharmaceutical advertising in this paper is also studied in two aspects: language and vision. The author collected 50 medical advertisements from TV advertisements as the corpus of this paper. The duration of each advertisement is less than 30 seconds. The collection of advertisements are familiar to the public, covering common diseases such as colds, cough, medical advertisements. Qualitative analysis can be used to explain how the interactive meaning in medical advertisements can be realized by language and pictures to reflect the persuasive function of advertisements. In language mode, interpersonal meaning is realized through mood system, modality and person system, while in visual mode, interactive meaning is realized through contact, social distance and vision. At the same time, Royce's complementary theory is used to study how language modal and visual mode interact, construct interactive meaning and realize persuasive function in Chinese medical advertisement. The results of this study are as follows: in language mode, declarative mood is the most frequently used mood in advertising, and imperative sentence frequency is the second. In the aspect of modality, the high value modal operator and the low value modal operator are used by the advertisers. In the use of personal pronouns, the first person is the most frequently used, followed by the second person. In visual mode, the class image is used more frequently in the corpus. Provide a class of pictures to provide information to the audience, and the request class picture requires the audience to take appropriate action. In terms of social distance, the use of lens is the highest frequency. In the use of visual angle, the positive angle and the parallel angle are the most frequently used, and the positive angle and the parallel angle are helpful to the realization of persuasion. The inter-symbol complementation in advertisement is realized through inter-symbol strengthening and attitude consistency. It is hoped that this study can enrich the scope of medical advertising and help the audience or potential consumers to understand the persuasive language of medical advertisements and take more rational purchasing actions. In addition, this paper also helps advertisers to create high-quality medical advertisements.
【學(xué)位授予單位】：蘭州理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：H136

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