多模態(tài)話語(yǔ)是指運(yùn)用聽(tīng)覺(jué)、視覺(jué)、觸覺(jué)等多種感覺(jué),通過(guò)語(yǔ)言、圖像、聲音、動(dòng)作等多種手段和符號(hào)資源進(jìn)行交際,共同完成意義建構(gòu)的話語(yǔ)。一直以來(lái),對(duì)廣告話語(yǔ)的研究主要集中在文本上。但是,在當(dāng)今大眾傳播方式日益多模態(tài)化的社會(huì)大背景下,廣告話語(yǔ)作為媒體話語(yǔ)的一種主要形式也逐漸向多模態(tài)轉(zhuǎn)移。本文對(duì)上海世博會(huì)公益廣告中的互動(dòng)意義進(jìn)行了多模態(tài)話語(yǔ)分析,進(jìn)而探討了公益廣告是如何通過(guò)視覺(jué)技巧來(lái)與公眾進(jìn)行互動(dòng)的。這些互動(dòng)包括吸引公眾注意、與之建立社會(huì)關(guān)系、建立信任、加深記憶、實(shí)現(xiàn)情感訴求等,籍此可以實(shí)現(xiàn)勸說(shuō)功能,影響人們的意識(shí)形態(tài)并激勵(lì)公益行為。本研究綜合了Kress & van Leeuwen（1996）的視覺(jué)語(yǔ)法與Fairclough（1992）的三維話語(yǔ)分析模式,并在此基礎(chǔ)上提出了多模態(tài)話語(yǔ)分析模式,然后采用該模式全面分析了上海世博會(huì)公益廣告中的互動(dòng)意義。整個(gè)分析從三個(gè)層面展開(kāi)。在文本層面,本文以視覺(jué)語(yǔ)法為分析工具,研究公益廣告話語(yǔ)如何通過(guò)接觸、社會(huì)距離、視角和情態(tài)等符號(hào)手段與公眾互動(dòng);在話語(yǔ)實(shí)踐層面,文章通過(guò)分析圖像互文性來(lái)研究上海世博會(huì)公益廣告的互動(dòng)意義;在社會(huì)實(shí)踐層面,本文將所選語(yǔ)料置于社會(huì)... 

【文章來(lái)源】：華南理工大學(xué)廣東省 211工程院校 985工程院校 教育部直屬院校

【文章頁(yè)數(shù)】：107 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
摘要
Abstract
Chapter One Introduction
    1.1 Rationale of the present study
    1.2 Objectives of the present study
    1.3 Terminological issue
    1.4 Notes on data collection and methodology
    1.5 Layout of the thesis
Chapter Two Literature Review
    2.1 Introduction
    2.2 The definition of multimodal discourse
    2.3 Approaches to multimodal discourse analysis
        2.3.1 The perspective of social semiotics
        2.3.2 The perspective of interactive sociology
        2.3.3 The perspective of cognition
        2.3.4 The perspective of CDA
    2.4 Studies on advertising discourse
        2.4.1 The definition of public service advertisement
        2.4.2 Previous approaches to advertising discourse
    2.5 Summary
Chapter Three Analytical Framework
    3.1 Introduction
    3.2 Basis of the analytical framework
        3.2.1 Kress and van Leeuwen’s visual grammar
        3.2.2 Fairclough’s three dimensional model of discourse
    3.3 Essentials of the analytical framework
    3.4 Summary
Chapter Four Analysis of Textual Practice
    4.1 Introduction
    4.2 Contact
        4.2.1 Demand
        4.2.2 Offer
        4.2.3 A brief summary
    4.3 Social distance
        4.3.1 Intimate/Personal distance
        4.3.2 Social distance
        4.3.3 Impersonal distance
        4.3.4 A brief summary
    4.4 Perspective
        4.4.1 Horizontal angle
        4.4.2 Vertical angle
        4.4.3 A brief summary
    4.5 Modality
        4.5.1 Sensory coding orientation
        4.5.2 Abstract coding orientation
        4.5.3 A brief summary
    4.6 Summary
Chapter Five Analysis of Discursive Practice
    5.1 Introduction
    5.2 A brief introduction to intertextuality
    5.3 Intertextual analysis of public service advertisements of Shanghai Expo
        5.3.1 Reference
        5.3.2 Allusion
        5.3.3 Conventionalism
        5.3.4 Generic intertextuality
    5.4 Summary
Chapter Six Analysis of Social Practice
    6.1 Introduction
    6.2 Socio-cultural background
    6.3 Democratization in the public service advertisements
    6.4 Commodification in the public service advertisements
    6.5 Summary
Chapter Seven Conclusion
    7.1 Introduction
    7.2 Major findings
    7.3 Implications
    7.4 Limitations and suggestions
References
Appendixes
Acknowledgements
附件


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