视觉语法与多模态隐喻整合视角下的公益广告语篇分析
发布时间：2023-03-19 21:54
随着社会的发展和科技的进步,新媒体逐步进入大众的视野,且越来越受世人关注。新媒体在推动信息发展方面发挥了越来越重要的作用,也更多影响着人们的生活。如今,新媒体时代的到来使得信息的传播与交流不再拘泥于文字的形式。意义的表达与构建也不仅是单一的文本形式,人们通常利用视觉、听觉、触觉、嗅觉等多种感觉,通过语言、文字、图像、声音、颜色、音乐、手势、姿势等多种符号资源和手段进行交际。也就是说,传统的以语言为唯一研究对象的语篇分析已经不能对语篇的意义进行全面、综合的解读。因此,多种模态共同作用、共同构建意义的多模态语篇分析应运而生。本文共分五个章节。第一章节主要阐述了本文的研究背景,研究目的和意义以及论文框架。第二章节区分了多模态及多模态话语分析定义,介绍了多模态话语分析的发展,阐明了广告及公益广告语篇分析的国内外研究现状。第三章节对公益广告的定义、特征、分类及功能进行说明,并以Kress和van Leeuwen的视觉语法以及Forceville和Urios-Aparisi的多模态隐喻为理论基础为核心章节做理论支撑。第四章节是本文的主体部分,论述了公益广告的多模态话语分析。此章节选取的公益广告以日...
【文章页数】：103 页
【学位级别】：硕士
【文章目录】：
摘要
Abstract
Chapter 1 Introduction
1.1 Research Background
1.2 Purpose and Significance of the Study
1.3 The Research Method
1.4 Organization of the Thesis
Chapter 2 Literature Review
2.1 Overview of Multimodal Discourse Analysis
2.1.1 Definition of Multimodality and Multimodal Discourse Analysis
2.1.2 Development of Multimodal Discourse Analysis
2.2 Studies on the Advertising Discourse Analysis and PSA at Home and Abroad .
2.2.1 Studies Abroad
2.2.2 Studies at Home
Chapter 3 Theoretical Framework
3.1 The Definition, Characteristics, Classification and Function of Public Service Advertisements
3.1.1 Definition of PSA
3.1.2 Characteristic of PSA
3.1.3 Classification of PSA
3.1.4 Function of PSA
3.2 Kress & van Leeuwen’s Visual Grammar
3.2.1 Representational Meaning
3.2.2 Interactive Meaning
3.2.3 Compositional Meaning
3.3 Forceville & Urios-Aparisi’s Multimodal Metaphor
Chapter 4 Toward a Study of Discourse Analysis on Public Service Advertisements From the Integrative Perspective of VG and MM
4.1 The Research of Multimodal Discourse Analysis on Public Service Advertisements in OBOR From the Perspective of VG and MM
4.1.1 The Characteristic and Function of Image Meaning on Public Service Advertisements in OBOR
4.1.2 The Characteristic and Function of Literal Meaning on Public Service Advertisements in OBOR
4.1.3 The Characteristic and Function of Sound Meaning on Public Service Advertisements in OBOR
4.2 The Research of Multimodal Discourse Analysis on Public Service Advertisements in Traditional Value From the Perspective of VG and MM
4.2.1 The Characteristic and Function of Image Meaning on Public Service Advertisements in Accompanying Parents
4.2.2 The Characteristic and Function of Literal Meaning on Public Service Advertisements in Accompanying Parents
4.2.3 The Characteristic and Function of Sound Meaning on Public Service Advertisements in Accompanying Parents
4.3 The Research of Multimodal Discourse Analysis on Public Service Advertisements in Protecting Environment From the Perspective of VG and MM
4.3.1 The Characteristic and Function of Image Meaning on Public Service Advertisements in Protecting Animals
4.3.2 The Characteristic and Function of Literal Meaning on Public Service Advertisements in Protecting Animals
4.3.3 The Characteristic and Function of Sound Meaning on Public Service Advertisements in Protecting Animals
4.4 The Research of Multimodal Discourse Analysis on Public Service Advertisements in National Health From the Perspective of VG and MM
4.4.1 The Characteristic and Function of Image Meaning on Public Service Advertisements in Smoking Ban
4.4.2 The Characteristic and Function of Literal Meaning on Public Service Advertisements in Smoking Ban
4.4.3 The Characteristic and Function of Sound Meaning on Public Service Advertisements in Smoking Ban
4.5 The Research of Multimodal Discourse Analysis on Public Service Advertisements in Anti-discrimination From the Perspective of VG and MM
4.5.1 The Characteristic and Function of Image Meaning on Public Service Advertisements in Anti-discrimination
4.5.2 The Characteristic and Function of Literal Meaning on Public Service Advertisements in Anti-discrimination
4.5.3 The Characteristic and Function of Sound Meaning on Public Service Advertisements in Anti-discrimination
4.6 The Research of Multimodal Discourse Analysis on Public Service Advertisements in Social Civilization From the Perspective of VG and MM
4.6.1 The Characteristic and Function of Image Meaning on Public Service Advertisements in Caring for others
4.6.2 The Characteristic and Function of Literal Meaning on Public Service Advertisements in Caring for others
4.6.3 The Characteristic and Function of Sound Meaning on Public Service Advertisements in Caring for others
4.7 The Interaction Among Three Modalities in Public Service Advertisements
Chapter 5 Conclusion
5.1 Findings and Contributions of the Study
5.2 Limitations and Suggestions
Bibliography
攻读硕士学位期间所发表的学术论文
Acknowledgements
本文编号：3766055
【文章页数】：103 页
【学位级别】：硕士
【文章目录】：
摘要
Abstract
Chapter 1 Introduction
1.1 Research Background
1.2 Purpose and Significance of the Study
1.3 The Research Method
1.4 Organization of the Thesis
Chapter 2 Literature Review
2.1 Overview of Multimodal Discourse Analysis
2.1.1 Definition of Multimodality and Multimodal Discourse Analysis
2.1.2 Development of Multimodal Discourse Analysis
2.2 Studies on the Advertising Discourse Analysis and PSA at Home and Abroad .
2.2.1 Studies Abroad
2.2.2 Studies at Home
Chapter 3 Theoretical Framework
3.1 The Definition, Characteristics, Classification and Function of Public Service Advertisements
3.1.1 Definition of PSA
3.1.2 Characteristic of PSA
3.1.3 Classification of PSA
3.1.4 Function of PSA
3.2 Kress & van Leeuwen’s Visual Grammar
3.2.1 Representational Meaning
3.2.2 Interactive Meaning
3.2.3 Compositional Meaning
3.3 Forceville & Urios-Aparisi’s Multimodal Metaphor
Chapter 4 Toward a Study of Discourse Analysis on Public Service Advertisements From the Integrative Perspective of VG and MM
4.1 The Research of Multimodal Discourse Analysis on Public Service Advertisements in OBOR From the Perspective of VG and MM
4.1.1 The Characteristic and Function of Image Meaning on Public Service Advertisements in OBOR
4.1.2 The Characteristic and Function of Literal Meaning on Public Service Advertisements in OBOR
4.1.3 The Characteristic and Function of Sound Meaning on Public Service Advertisements in OBOR
4.2 The Research of Multimodal Discourse Analysis on Public Service Advertisements in Traditional Value From the Perspective of VG and MM
4.2.1 The Characteristic and Function of Image Meaning on Public Service Advertisements in Accompanying Parents
4.2.2 The Characteristic and Function of Literal Meaning on Public Service Advertisements in Accompanying Parents
4.2.3 The Characteristic and Function of Sound Meaning on Public Service Advertisements in Accompanying Parents
4.3 The Research of Multimodal Discourse Analysis on Public Service Advertisements in Protecting Environment From the Perspective of VG and MM
4.3.1 The Characteristic and Function of Image Meaning on Public Service Advertisements in Protecting Animals
4.3.2 The Characteristic and Function of Literal Meaning on Public Service Advertisements in Protecting Animals
4.3.3 The Characteristic and Function of Sound Meaning on Public Service Advertisements in Protecting Animals
4.4 The Research of Multimodal Discourse Analysis on Public Service Advertisements in National Health From the Perspective of VG and MM
4.4.1 The Characteristic and Function of Image Meaning on Public Service Advertisements in Smoking Ban
4.4.2 The Characteristic and Function of Literal Meaning on Public Service Advertisements in Smoking Ban
4.4.3 The Characteristic and Function of Sound Meaning on Public Service Advertisements in Smoking Ban
4.5 The Research of Multimodal Discourse Analysis on Public Service Advertisements in Anti-discrimination From the Perspective of VG and MM
4.5.1 The Characteristic and Function of Image Meaning on Public Service Advertisements in Anti-discrimination
4.5.2 The Characteristic and Function of Literal Meaning on Public Service Advertisements in Anti-discrimination
4.5.3 The Characteristic and Function of Sound Meaning on Public Service Advertisements in Anti-discrimination
4.6 The Research of Multimodal Discourse Analysis on Public Service Advertisements in Social Civilization From the Perspective of VG and MM
4.6.1 The Characteristic and Function of Image Meaning on Public Service Advertisements in Caring for others
4.6.2 The Characteristic and Function of Literal Meaning on Public Service Advertisements in Caring for others
4.6.3 The Characteristic and Function of Sound Meaning on Public Service Advertisements in Caring for others
4.7 The Interaction Among Three Modalities in Public Service Advertisements
Chapter 5 Conclusion
5.1 Findings and Contributions of the Study
5.2 Limitations and Suggestions
Bibliography
攻读硕士学位期间所发表的学术论文
Acknowledgements
本文编号：3766055
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