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禁烟公益广告语篇的多模态话语分析

时间:2017-10-10 17:04来源:英语论文
A Systemic Functional Semiotic Approach to the Multimodal Discourse of Public Service Ads系统功能符号学视角下禁烟公益广告语篇的多模态话语分析
摘要本毕业论文以Kress& Leeuwen 建构的分析视觉图像的语法框架为依托,结合Halliday的系统功能语言学理论,从系统功能符号学的角度对禁烟公益广告语篇语篇进行深入分析。探讨在公益广告语篇尤其是平面禁烟公益广告语篇再现、互动、构成三大意义的构建和体现,说明多模态语篇中语言和图像等共现的多种符号模态如何聚合并产生合力,实现公益广告的最佳社会引导功能,从而参与公民行为文明规范的现实构建。本文检验了多模态语篇分析框架对公益广告语篇的解释力,证明了系统功能符号学在用于广告语篇分析的可操作性和实用性,丰富和发展了公益广告的研究维度。此外,相较于此前的话语分析几乎都以文本的语言形式和结构研究为主要方向,本文所采用的多模态能很好的将语言和其他的意义资源结合起来,能使话语意义的解读更为全面和准确,同时推动语言学和符号学的研究和认识。关键词  系统功能符号学   多模态话语分析   公益广告   再现   互动   构图14122
毕 业 论 文 外 文 摘 要
Title  A Systemic Functional Semiotic Approach to the Multimodal Discourse of Public Service Ads                                            
Abstract
This paper endeavors to analyze the multi-modal discourse of anti-smoke public advertisements. Within the framework of Halliday’s systematic functional grammar and Kress, G. and van Leeuwen, T’s Grammar of Visual Design and incorporating Zhu Yongsheng’s definition of Systemic Functional Semiotics,this paper places much more emphasis on the construction of image’s presentational, interactive and compositional meaning. The study aims to illustrate how the three meaning are used to realize the expressive function of ad discourse and explore their different influencing functions. As there is limited research on anti-smoke ads multimodal discourse, this study carves out a new way on the study and in the meantime verifies the feasibility of the application of systematic functional semiotics to multimodal discourse analysis.

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Keywords  systematic functional grammar   multi-modal discourse analysis presentational   Interactive   compositional   anti-smoke public service advertising
Table of Contents
1  Introduction 1
2  Literature Review.. 1
2.1   Theoretical Background & Revolution of Systemic Functional Semiotics...2
2.1.1  Halliday’s Systematic-Functional Grammar.....2
2.1.2  Kress, G. and van Leeuwen, T’s Grammar of Visual Design... 3
2.1.3  Zhu Yongsheng’s Multimodal Discourse Analysis...4
2.2  Multimodality & Multimedia..6
3  Research Design.8
4  Multimodal Discourse Analysis of Anti-smoking Ads...9
4.1  The Presentational Function9
4.2  The Interactive Function10
4.3  The Compositional Function.13
5  Inadequate Modality Application of Ads15
Conclusion..17
Acknowledgements.18
Bibliography...19
1 Introduction
Public service advertising is a kind of non-commercial advertising, which aims to get the general public aware of serious issues better, affecting their opinions and attitudes toward these issues, improving their behaviors and acts, thus addressing or alleviating these social issues (Liang Shuncheng, 2009: 43). With the booming development of modern technology, in addition to the traditional text, modern public advertisements involve various senses of audition, vision and tactus by the application of social semiotics such as sound, image and action, to communicate with the public. This phenomenon is also called “multimodal discourse” by linguists. 禁烟公益广告语篇的多模态话语分析:http://www.lwfree.cn/yingyu/20171010/14564.html
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