摘要
随着信息技术和多媒体技术的发展和应用,人们的交际模式呈现出了多模态化。广告作为一种特殊的话语类型,集语言文字、图像等多种符号资源构成的多模态话语,具有典型的多模态化特征。文章基于广告话语传统分析现状的基础上,以Kress和van Leeuwen创建的视觉语法为理论分析框架,探讨现代广告话语的意义是如何进行多模态化的整体建构的。研究表明:广告话语是各资源之间有机结合,通过合理有效的方法整合在一起并根据受众的心理、文化等来组织资源构建出整体意义;广告话语中的各符号资源是相互关联,具有互补关系;语言文字与其他符号资源一起形成了更为宽泛的资源来参与话语意义的多模态整体建构。
With the development and application of information technology and multimedia technology, communicative mode has presented the muhimodal features. Advertising discourse, as a special discourse genre, is a multimodal one, being composed of many semiotic resources such as linguistic elements and images and showing the typical characteristics. Based on the status quo of advertising discourse, with the theoretical framework of visual grammar created by Kress＆ van Leeuwen （1996）, this paper explored how the meaning of advertising discourse was multimodally construed comprehensively. It showed that the advertising discourse was organically construed by different resources, which was integrated by the recipient psychology, culture etc. appropriately; different semiotic resources in advertising discourse were interrelated with each other, forming complementary relationship; linguistic elements have cooperated with other semiotic resources to form much larger resources in order to construe discourse meaning multimodally.
作者
吴安萍
张琼
WU An-pin ZHANG Qiong(Ningbo Polytechnic, Ningbo Zhejiang 315800)
出处
《浙江万里学院学报》
2016年第5期76-81,共6页
Journal of Zhejiang Wanli University
基金
2014年宁波市教育科学规划研究课题(编号:YGH082)
浙江省教科规划课题的阶段性研究成果(编号:2015SCG130)
关键词
广告话语
传统研究
多模态建构
advertising discourse
traditional research
muhimodal construction
