中英化妆品广告的多模态话语对比分析

发布时间：2022-07-29 11:11

　　随着大众传媒的发展,同时运用文字、图片、声音等多种模态的广告已经成为宣传品牌及其产品的重要手段之一,同时建构起语言与图像模式的多模态语法体系已成为广告研究的必然趋势。克瑞斯和勒文（1996）基于韩礼德的系统功能语言学理论,提出了专门用于图像分析的视觉语法理论,为多模态话语提供了新的分析视角。此外,随着经济与社会的发展,人民的消费水平不断提高。越来越多的人注重外表与美丽,化妆品市场份额也不断攀升。与此同时,作为其最重要的促销方式之一,化妆品广告的作用不容忽视。本文分别从中英文各大广告网站中选取了中英文平面化妆品广告各50篇作为研究语料,采用定性、定量与对比分析相结合的方法,以系统功能语法和视觉语法分别对其中的文字资源和图像资源进行对比分析,并对其异同进行了总结,最后尝试从跨文化的角度解释差异产生的原因。这些语料多来自权威广告网站,受众广,接受度高,与理论框架贴合度高,非常具有代表性。经过分析发现,中英文平面化妆品广告在文字资源和图像资源的建构上都存在明显差异。首先,英文平面化妆品广告所采用的叙事过程和物质过程多于中文广告,因此呈现出的整体画面更为动感,并具有很强的故事性。其次,英文化妆品... 

【文章页数】：107 页

【学位级别】：硕士

【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
CHAPTER ONE INTRODUCTION
    1.1 Research Topic
    1.2 Reseaech Significance
    1.3 Research Rationale
    1.4 Research Questions
    1.5 Organization of the Thesis
CHAPTER TWO LITERATURE REVIEW
    2.1 Previous Studies on Multimodal Discourse Analysis(MDA)
    2.2 Previous Studies on Advertisement Discourse
    2.3 Comments on Previous Studies
CHAPTER THREE THEORETICAL FRAMEWORK AND ANALYTICAL PROCEDURES OF THE PRESENT STUDY
    3.1 Systematic Functional Grammar(SFG)
        3.1.1 Ideational Function
        3.1.2 Interpersonal Function
    3.2 Visual Grammar(VG)
        3.2.1 Representational Meaning
        3.2.2 Interactive Meaning
        3.2.3 Compositional Meaning
    3.3 Cultural Dimensions
    3.4 Theoretical Framework of the Present Study
    3.5 Research Method and Analytical Procedures
CHAPTER FOUR CONTRASTIVE STUDY BETWEEN CHINESE AND ENGLISH PRINT COSMETIC ADVERTISEMENTS
    4.1 Representational Meaning and Ideational Function
        4.1.1 Representational Meaning of Chinese Print Cosmetic Advertisements
        4.1.2 Ideational Function of Chinese Print Cosmetic Advertisements
        4.1.3 Representational Meaning of English Print Cosmetic Advertisements
        4.1.4 Ideational Function of English Print Cosmetic Advertisements
        4.1.5 Similarities and Differences between Chinese and English Print Cosmetic Advertisements in Realizing Representational Meaning and Ideational Function
    4.2 Interactive Meaning and Interpersonal Function
        4.2.1 Interactive Meaning of Chinese Print Cosmetic Advertisements
        4.2.2 Interpersonal Function of Chinese Print Cosmetic Advertisements
        4.2.3 Interactive Meaning of English Print Cosmetic Advertisements
        4.2.4 Interpersonal Function of English Print Cosmetic Advertisements
        4.2.5 Similarities and Differences between Chinese and English Print Cosmetic Advertisements in Realizing Interactive Meaning and Interpersonal Function
    4.3 Compositional Meaning
        4.3.1 Compositional Meaning of Chinese Print Cosmetic Advertisements
        4.3.2 Compositional Meaning of English Print Cosmetic Advertisements
        4.3.3 Similarities and Differences between Chinese and English Print Cosmetic Advertisements in Realizing Compositional Meaning
    4.4 Reasons for the Similarities and Differences between Chinese and English Print Cosmetic Advertisements
CHAPTER FIVE CONCLUSION
    5.1 Major Findings of the Present Studies
    5.2 Implications of the Present Studies
    5.3 Limitations of the Present Studies
REFERENCES
APPENDIX:CHINESE AND ENGLISH PRINT COSMETIC ADVERTISEMENTS



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