摘要
转述言据性广泛存在于电视商业广告语篇中。目前的言据性研究多聚焦于言据性语义在语言层面的表征,但由于电视商业广告语篇的多模态性,转述言据性的表征也会呈现出多模态特征。基于此,本研究对自建电视商业广告语篇语料中的转述言据性进行考察,研究发现电视商业广告语篇中转述言据性的主要表征模态为视觉模态和听觉模态,且两种模态在表达言据性语义时存在互补强化、非互补交叠和非互补语境交互的协同关系,并共同实现电视商业广告语篇的劝说和推销功能。本研究将言据性的研究拓展到多模态表征,对目前言据性研究是一个有益的补充。研究中对转述言据性多模态表征手段之间协同关系的分析框架对其他多模态语篇中的言据性研究具有借鉴意义。
Reporting evidentiality is common in TV commercial advertisement discourse.The current evidential studies mainly focus on the linguistic realizations of evidentiality.However,in multimodal discourse,the realization of evidentiality is undoubtedly multimodal,which is quite neglected by previous studies.Based on the self-built corpus of TV commercial advertisement discourse,the study explores the multimodal realizations of reporting evidentiality:audio mode and visual mode.The two modes are complementary in two types of relations:complementary relations of reinforcement,non-complementary relations of overlapping and context interaction,which work together to fulfil the persuasive and promoting purposes of TV commercial advertisement discourse.This study is complementary to the current evidential studies in that it foregrounds the multimodal realizations of reporting evidentiality;The analytical framework of the synergy of the two modes can be also used in evidentiality studies in other multimodal discourses.
作者
杨林秀
刘汉琳
YANG Linxiu;LIU Hanlin(Foreign Languages School of Shanxi University,Taiyuan 030006,P.R.China)
出处
《外国语言文学》
2023年第1期24-35,45,133-134,共15页
Foreign Language and Literature Studies
基金
国家社科基金青年项目“言据性和语篇类型的系统功能语言学研究”(13CYY087)
山西省研究生教育教学改革课题“基于企业微信知识管理平台的研究生云学习共同体的建设与实施研究”(2022YJJG020)
关键词
转述言据性
电视商业广告语篇
多模态
模态协同
reporting evidentiality
TV commercial advertising discourse
multimodality
multimodal synergy
