平面公益广告互动意义的多模态话语分析

论文摘要

本文以平面公益广告为研究对象,对其互动意义进行了多模态话语分析。一方面,将多模态话语分析的理论应用到平面公益广告的解读中,验证了克瑞斯和勒文(Kress& van Leeuwen)1996年提出的视觉语法在解读中国的平面公益广告互动意义的适用性和可行性。另一方面,本研究为解读和欣赏图像提供了新方法——多模态话语分析,并且希望能为提高人们的图像阅读能力有所帮助。本研究以Kress和van Leeuwen建立的分析图像的视觉语法为理论框架,结合韩礼德的系统功能语法,全面分析平面公益广告的互动意义。鉴于平面公益广告中既有图片又有少量语言,本研究主要将主要分为三部分来分析：对图像的分析,对语言的分析和对图文关系的分析。具体而言,对图像的分析主要是依据视觉语法来分析平面公益广告如何通过视觉接触、社会距离、视角和情态来构建互动意义的。对语言的分析,借鉴了系统功能语法分析人际意义的主要方法——语气系统和人称系统——来分析语言如何通过语气和人称来构建人际意义的。对图文关系的分析,本研究将借鉴罗伊斯(Royce)对图文关系的理论框架,研究图像和文本是如何共同作用来构建平面公益广告的互动意义,使公益广告达到劝说效应、提高公共意识并影响人们的意识形态的。本研究主要有两方面的发现。首先,创作者在创作平面公益广告时,并不是随意运用视觉模式和语言模式。本研究通过对数据的分析发现,视觉模式和语言模式主要通过会话加强(Reinforcement of address)和态度一致(Attitudinal congruence)合作来构建互动意义,使平面公益广告达到最佳劝说效果,影响人们的意识形态。其次,与解读西方平面公益广告一样,视觉语法在解读中国平面公益广告的互动意义时同样适用。图片观看者在观看中国平面公益广告时可以运用视觉语法来加深对图片的理解。本研究通过对国内外的平面公益广告进行多模态话语分析,检验了视觉语法对中国平面公益广告互动意义的解释力,证明了视觉语法在国内外广告语篇分析中的可操作性。并且,对图文关系的分析进一步证实了罗伊斯对图文关系的理论框架。本文希望丰富对平面公益广告的研究,提高人们阅读图像的能力,让人们更好地识读公益广告。

论文目录

• ABSTRACT
• 摘要
• List of Abbreviations
• List of Tables
• List of Figures
• Chapter One Introduction
• 1.1 Research Background
• 1.2 Significance of the Present Study
• 1.3 Organization of the Thesis
• Chapter Two Literature Review
• 2.1 Previous Studies on MDA and PSA
• 2.1.1 From Monomodality to Multimodality
• 2.1.2 Previous Studies on MDA from Abroad
• 2.1.3 Previous Studies on MDA in China
• 2.1.4 Previous Studies on PSA
• 2.1.4.1 A Review of Perspectives on the Study of Advertisement
• 2.1.4.2 An Introduction to PSA and Previous Studies on PSA
• 2.2 Theoretical Basis of the Present Study
• 2.2.1 Visual Grammar
• 2.2.1.1 Halliday's Contributions to Visual Grammar
• 2.2.1.2 Three Meta-functions of Image
• 2.2.1.3 Four Elements of Visual Grammar
• 2.2.2 Mood System
• 2.2.2.1 Speech Functions and Responses
• 2.2.2.2 Mood Structure
• 2.2.2.3 Mood at Syntactic Level
• 2.2.2.4 Mood at Lexical Level
• 2.2.2.5 Mood in Chinese
• 2.2.3 Royce's Intersemiotic Complementarity
• 2.3 Chapter Summary
• Chapter Three Methodology
• 3.1 Research Questions
• 3.2 Data Collection
• 3.3 Data Analysis
• 3.4 Chapter Summary
• Chapter Four A Case Study
• 4.1 A Multimodal Analysis of English PSA
• 4.1.1 Sample 1 "The Prevention of Cruelty to Animals"
• 4.1.1.1 An Analysis of the Interactive Meaning in the Image
• 4.1.1.2 An Analysis of the Interpersonal Meaning in the Verbiage
• 4.1.1.3 The Visual-Verbal Relation-Reinforcement of Address andAttitudinal Congruence
• 4.1.1.4 A Discussion of Sample 1
• 4.1.2 Sample 2 "Help Age"
• 4.1.2.1 An Analysis of the Interactive Meaning in the Image
• 4.1.2.2 An Analysis of the Interpersonal Meaning in the Verbiage
• 4.1.2.3 The Visual-Verbal Relation-Reinforcement of Address
• 4.1.2.4 A Discussion of Sample 2
• 4.1.3 Sample 3 "Help Others"
• 4.1.3.1 An Analysis of the Interactive Meaning in the Image
• 4.1.3.2 An Analysis of the Interpersonal Meaning in the Verbiage
• 4.1.3.3 The Visual-Verbal Relation-Reinforcement of Address andAttitudinal Congruence
• 4.1.3.4 A Discussion of Sample 4
• 4.2 A Multimodal Analysis of Chinese PSA
• 4.2.1 Sample 4 "Keep away from Drugs"
• 4.2.1.1 An Analysis of the Interactive Meaning in the Image
• 4.2.1.2 An Analysis of the Interpersonal Meaning in the Verbiage
• 4.2.1.3 The Visual-Verbal Relation-Reinforcement of Address
• 4.2.1.4 A Discussion of Sample 4
• 4.2.2 Sample 5"Thirsty China"
• 4.2.2.1 An Analysis of the Interactive Meaning in the Image
• 4.2.2.2 An Analysis of the Interpersonal Meaning in the Verbiage
• 4.2.2.3 The Visual-Verbal Relation-Reinforcement of Address
• 4.2.2.4 A Discussion of Sample 5
• 4.2.3 Sample 6"They are Fast Disappearing"
• 4.2.3.1 An Analysis of the Interactive Meaning in the Image
• 4.2.3.2 An Analysis of the Interpersonal Meaning in the Verbiage
• 4.2.3.3 The Visual-Verbal Relation-Reinforcement of Address andAttitudinal Congruence
• 4.2.3.4 A Discussion of Sample 6
• 4.2.4 Sample 7"Protecting the Forests in China"
• 4.2.4.1 An Analysis of the Interactive Meaning in the Image
• 4.2.4.2 An Analysis of the Interpersonal Meaning in the Verbiage
• 4.2.4.3 The Visual-Verbal Relation-Reinforcement of Address andAttitudinal Congruence
• 4.2.4.4 A Discussion of Sample 7
• 4.3 A General Discussion
• 4.4 Chapter Summary
• Chapter Five Conclusion
• 5.1 Major Findings of the Present Study
• 5.2 Limitations of the Present Study and Suggestions for Future Research
• Bibliography
• Acknowledgements
• 在校期间主要科研成果及发表的学术论文
• 学位论文评阅及答辩情况表