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  本文關鍵詞：中國平面食品廣告語篇的多模態(tài)話語分析　出處：《海南大學》2013年碩士論文　論文類型：學位論文

  更多相關文章： 平面食品廣告 多模態(tài)語篇 意義生成 搭配關系 中國語境

【摘要】：現(xiàn)代科技的不斷進步,賦予人類交際方式多模態(tài)的特征。在廣告?zhèn)鞑ブ?人們越來越重視多種交際模態(tài)的綜合運用。多模態(tài)話語分析成為語言學研究的重要領域。西方的研究者率先建立了視覺語法等多模態(tài)話語分析的理論工具。我國學術界引進了相關理論,并嘗試開展了基本理論的研究。以中國語料為對象,開展平面廣告的多模態(tài)話語分析研究工作,對于廣告主設計和傳播廣告,以及廣告受眾準確理解廣告具有重要的參考價值,也有利于豐富多模態(tài)話語分析視角的研究,對于探討中國文化背景在多模態(tài)話語中的作用也有一定的積極意義。 本論文以中國伊利公司的一則食品平面廣告“大果粒酸牛奶”廣告為語料,以韓禮德系統(tǒng)功能語法和社會符號學理論以及克瑞斯和勒文的視覺語法為理論基礎,重點研究三個問題：多模態(tài)食品平面廣告語篇的意義生成；多模態(tài)食品平面廣告中圖像和文本的搭配關系；中國文化背景在多模態(tài)廣告語篇中的作用。在研究中,采用定性分析與定量分析相結合的方法,通過對伊利大果粒酸牛奶平面廣告的分析,發(fā)現(xiàn)廣告中圖像模態(tài)通過三大元功能實現(xiàn)了意義生成：再現(xiàn)意義,互動意義和構圖意義；文本模態(tài)通過概念意義,人際意義和語篇意義這三個元功能實現(xiàn)其在多模態(tài)語篇中的作用。圖像與文本的搭配關系有：確立(anchorage),解釋(explanation)和傳承(relay)。在圖像與文本的這種搭配關系下,構建出了多模態(tài)語篇的整體意義。另外,中國文化背景影響多模態(tài)語篇的意義生成,具體表現(xiàn)在：它為大果粒廣告意義的生成提供了語境,使意義的生成和解讀結果具有唯性。 在對多模態(tài)語篇的意義生成機制和多模態(tài)的搭配關系進行理論分析的基礎上,本文又從受話者識讀角度進一步驗證。對28份問卷的分析結果證實了案例分析部分的結論。即只有在不同模態(tài)的配合下,受眾才能解讀出廣告設計者想要表達的全部意義。 通過以上研究,本論文形成了三個創(chuàng)新點。首先,本研究選取了中國食品廣告作為研究對象,這則廣告主要包括兩種符號資源：文字和圖像。目前很少有研究專門對食品廣告進行詳細的多模態(tài)話語分析。其次,在分析過程中,本研究還分析了中國社會語境對廣告多模態(tài)意義的影響。最后,本研究選取了廣告設計者和廣告受眾兩個視角。而現(xiàn)有的多模態(tài)話語研究大多傾向于從廣告設計者的角度研究多模態(tài)語篇的意義。
[Abstract]:With the continuous progress of modern science and technology, the multi-modal features of human communication have been given. More and more attention has been paid to the comprehensive application of multiple modes of communication. Multimodal discourse analysis has become an important field of linguistic research. Western researchers have taken the lead in establishing theoretical tools for multimodal discourse analysis, such as visual grammar. Academia has introduced relevant theories. And try to carry out the basic theory research. Take Chinese corpus as the object, carry out the multi-modal discourse analysis research work of the print advertisement, design and spread the advertisement for the advertiser. As well as the advertising audience to understand advertising accurately has important reference value, but also conducive to enrich the study of multi-modal discourse analysis perspective. It is also of positive significance to explore the role of Chinese cultural background in multimodal discourse. This thesis is based on a food print advertisement of Yili Company of China, "large fruit grained sour milk" as the language material. Based on Halliday's systemic functional grammar and social semiotics theory, as well as Chris and Levin's visual grammar, this paper focuses on three issues: the meaning generation of multi-modal food plane advertising discourse; The relationship between image and text in multi-modal food advertising; The role of Chinese Cultural background in Multi-modal Advertising discourse. In the study, the qualitative analysis and quantitative analysis are used to analyze the flat advertisements of Yili fruit milk. It is found that the image modal in the advertisement realizes the meaning generation through three metafunctions: the reproduction meaning, the interactive meaning and the composition meaning; Text modal realizes its function in multimodal discourse through three metafunctions: conceptual meaning interpersonal meaning and textual meaning. The collocation relationship between image and text is: establishing anchorage). In this collocation between images and texts, the overall meaning of multimodal discourse is constructed. The Chinese cultural background influences the meaning generation of multi-modal discourse, which is embodied in: it provides the context for the generation of the meaning of the large fruit grain advertisement, and makes the meaning generation and interpretation results only. Based on the theoretical analysis of the meaning generation mechanism and the collocation relationship of multi-modal discourse, this paper analyzes the meaning generation mechanism of multi-modal discourse and the collocation of multi-modal discourse. The analysis results of 28 questionnaires confirm the conclusion of the case analysis, that is, only in different modes of cooperation. The audience can interpret the whole meaning that the advertisement designer wants to express. Through the above research, this paper has formed three innovative points. First, this study selected Chinese food advertising as the research object. This advertisement mainly includes two kinds of symbol resources: text and image. At present, there are few studies devoted to the detailed multi-modal discourse analysis of food advertisements. Secondly, in the process of analysis. This study also analyzes the impact of Chinese social context on the multi-modal meaning of advertising. Finally. The present study selects two perspectives: advertising designer and advertising audience, while most of the existing multi-modal discourse studies tend to study the meaning of multimodal discourse from the perspective of advertising designer.
【學位授予單位】：海南大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：H15

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本文編號：1434950