多模式话语的社会符号学分析——则香水广告赏析  

A Social Semiotic Approach to the Multimodal Discourse of an Advertisement of Perfume

作　　者：胡丹[1] 

机构地区：[1]华东交通大学外国语学院,江西南昌330013

出　　处：《华东交通大学学报》2007年第3期126-130,共5页Journal of East China Jiaotong University

摘　　要：迄今为止,对广告英语较多的是从文体、修辞、语法、词汇用语特点等方面进行研究.鉴于多模式话语在广告英语中普遍存在,对广告进行多模式话语的社会符号学分析,十分必要.基于一本教科书中的一则香水广告分析存在的不足,本文以此为例,通过多模式话语的社会符号学分析,帮助读者了解图像作为社会符号和语言作为符号如何共同作用构成意义,达到广告的最佳效果,并对提高人们多模式话语识读,都具有积极的意义.Up to now, most research on English advertising has focused on the lexical, grammatical, rhetorical, stylistic characteristics and the like. Because muhimodal discourse is a typical feature of English advertising, it is urgent to try a social semiotic approach to the multimodal discourse of advertisement. In view of some weaknesses in a study of a piece of perfume advertisement in a textbook, the author makes a multimodal discourse analysis of the English advertisement by the social semiotic approach, in hope of helping readers understand how image as a social sign and language as a sign work together in an advertisement to create meaning and achieve the best effects and gain most profits, and meanwhile helping readers improve their muhiliteracies. The research is constructive, positive and significant.

关 键 词：多模式话语 社会符号学分析 一则香水广告 再现 互动和构图 

分 类 号：H03[语言文字—语言学]