公益广告互动意义的多模态研究

论文摘要

“多模态语篇”指的是除了文本之外,还带有图像、声音或者动作等符号系统的且通过多种符号系统之间的互动来实现意义的复合文本。随着近些年多模态研究的增多,语言和图像及其他符号系统之间的界限逐渐变得模糊起来,语言不再作为一个独立的符号系统来表达意义,而是会和其他符号系统联合起来表示各种意义。本文从语篇分析的角度出发,运用系统功能语言学理论,特别是其中的评价理论和社会符号学视觉分析法,以公益广告中的怜惜诉求和害怕诉求类多模态语篇为研究对象,探讨公益广告语篇中的语言和图像符号系统是如何构建互动意义,来实现广告和广告目标受众之间的互动,潜移默化地影响广告受众的心理,最终促使人们采取行动的,语言和图像在实现互动意义时的相互关系,也是本文所关注的。本文的研究步骤为收集资料、分类整理、理论概述、实例分析、总结提议。全文共分为五章,论文首先对研究的动机、目的、方法、论文结构进行了简要的陈述;其次对相关学科的文献进行了综述,并介绍了公益广告的定义和分类;再次对论文分析所依据的理论基础进行了详细的介绍;在此基础上对收集到的语料从图像和语言两个方面进行了分析;最后在分析的基础上得出结论。研究结果表明:怜惜诉求类的公益广告多表示积极的评价态度,对潜在的捐献者的能力进行积极的评价,害怕诉求类的公益广告多表示消极的评价态度,让广告受众看后产生一种恐惧心理,从而对那些行为敬而远之。图像和语言在构建公益广告语篇整体态度取向时存在互补和共现两种关系。通过评价系统中态度子系统对不同类的公益广告进行分析时,可以发现态度意义在图像和语言中具体实现形式包括内嵌式和激发式。在文章的最后,作者提出了研究对于广告创作者,目标受众及教学者的意义和对今后研究的启示。综上所述,本文研究表明语言和图像等多模态符号资源在公益广告中实现互动意义方面发挥的重要作用,把多模态的研究应用到公益广告语篇实例中,对语言学人际意义的研究以及社会符号学视觉语法的应用对广告制作具有一定的理论价值和实际意义。

论文目录

• Acknowledgements
• Abstract
• 摘要
• List of Figures
• List of Tables
• Abbreviations
• Chapter 1 Introduction
• 1.1 The rationale of this study
• 1.2 Objectives and significance of the study
• 1.3 Research questions
• 1.4 Data and methodology
• 1.5 Structure of the dissertation
• Chapter 2 Literature Review
• 2.1 Introduction
• 2.2 Overview of public service advertising
• 2.2.1 Definition of PSA
• 2.2.2 Development of PSA
• 2.2.3 Classification of PSA
• 2.2.3.1 Advertisement publisher perspective
• 2.2.3.2 Media perspective
• 2.2.3.3 Subject matter and content perspective
• 2.2.3.4 Advertising appeal perspective
• 2.3 Previous studies on advertising and public service advertising
• 2.3.1 Studies from linguistic perspective
• 2.3.2 Studies from semiotic perspective
• 2.3.3 Studies from psychological perspective
• 2.4 Multimodal discourse analysis
• 2.4.1 Multimodality
• 2.4.2 Multimodal discourse and multimodal discourse analysis
• 2.5 Summary
• Chapter 3 Theoretical Framework
• 3.1 Introduction
• 3.2 Some basic tenets of Systemic Functional Linguistics
• 3.2.1 Language as social semiotic
• 3.2.2 Three Metafunctions of Systemic Functional Grammar
• 3.3 The semantic system of APPRAISAL within SFL
• 3.3.1 Attitude
• 3.3.2 Engagement
• 3.3.3 Graduation
• 3.3.4 The prosodic structural realizations of interpersonal meaning
• 3.4 Systemic functional semiotic approach to visual communication
• 3.4.1 Contact
• 3.4.2 Social distance
• 3.4.3 Attitude
• 3.4.4 A proposed model for analysis
• Chapter 4 ATTITUDE in Public Service Advertising
• 4.1 Introduction
• 4.2 Background
• 4.2.1 Verbiage-image relations
• 4.2.2 Inscribed and invoked ATTITUDE in language
• 4.2.3 Inscribed and invoked ATTITUDE in visual image
• 4.3 Inscribed and invoked positive ATTITUDE in PSA of sympathetic appeal
• 4.3.1 Co-instantiation in encoding positive ATTTUDE with inscribed and invoked realizations
• 4.3.2 Complementarity in encoding positive ATTTUDE through inscribed and invoked realizations
• 4.4 Inscribed and invoked negative ATTITUDE in PSA of fear appeal
• 4.4.1 Co-instantiation in encoding negative ATTTUDE with inscribed and invoked realizations
• 4.4.2 Complementarity in encoding negative ATTTUDE with inscribed and invoked realizations
• 4.5 Summary
• Chapter 5 Conclusions and Suggestions
• 5.1 Introduction
• 5.2 Findings of the present study
• 5.3 Implications of the findings
• 5.4 Limitations of the present study and suggestions for the future research
• 5.5 Concluding remarks
• Bibliography
• Appendixes