公益广告中的多模态话语分析-以节约-餐饮浪费广告为例_英语论文

Multimodal Discourse Analysis of Public Service Advertising: Saving-- Food Waste  

摘要

本研究主要以克瑞斯和勒文的视觉语法为理论依据，结合了韩礼德的系统功能语法，分析央视的一则公益广告“节约—餐饮浪费”，揭示这则多模态广告语篇中文字、图像及声音等符号的意义表达特点和构建社会现实功能，以及语篇中的多种符号模态如何共同参与意义表达，尤其是该公益广告中的文字、图像和声音是怎样共同合作去表明观点并影响受众的思想意识与行为。

由于作者本人能力和时间的有限，本文只涉及了图片的静态研究和语言研究，而忽略了对其他模态的研究，例如印刷版式，音乐以及图片的动态效果。因此，笔者希望在不久的将来，有更多的学者对公益广告的其它模式进行研究，并进一步研究这些不同的符号系统是怎样共同合作来构建意义。

关键词：公益广告; 多模式话语分析

Abstract

Incorporating Hallyday’s Systemic Functional Grammar, and Kress and Van Leeuwen’s Visual Grammar, the author of this thesis tentatively analyzes a public service advertisement: Saving—Food Waste shown on CCTV, and hopes to find out how the visual image, verbal and auditory text in this multimodal discourse construe meaning and construct social reality and how various social semiotics, especially image, sound and language, cooperate and combine together to produce a synergistic effect in influencing the audience’s behavior in this advertisement.

Due to the author’s limited time and capacity, the research only involves the analysis of static image and language. The other semiotic modes such as the typography, music and dynamic images are neglected. Thus, the author hopes the study of other semiotic modes and further exploration of how these different semiotic resources work together to construct meaning will be made in the future.

Key words: Public service advertising; multimodal discourse analysis

Contents

Acknowledgements i

Abstract & Key words in English iii

Abstract & Key words in Chinese iii

Introduction 1

1. Review on Public Service Advertising 1

1.1 The Definition of Public Service Advertising 2

1.2 Features of Public Service Advertising 2

1.3 Studies on Public Service Advertising 3

2. Theories on Multimodal Discourse Analysis 4

2.1 Halliday’ s Systemic Functional Grammar 4

2.2 Visual Grammar 5

2.2.1 Representational Meaning 5

2.2.2 Interactive Meaning 6

2.2.3 Compositional Meaning 7

3. Multimodal Discourse Analysis of Public Service Advertising: Saving—Food Waste 7

3.1 Introduction to Saving--Food Waste 7

3.2 Multimodal Discourse Analysis of Saving--Food Waste 8

3.2.1 Analysis of Language Mode 8

3.2.2 Analysis of Visual Mode 9

3.2.3 Analysis of Auditory Mode 12

3.2.4 Interactive Meaning of Words, Images and Sounds 12

Conclusion 13

References 15