房地产广告语篇中的互动意义解读——以多模态语篇分析理论为视角  

Multimodal Discourse Analysis of the Interactive Meaning in Real estate advertising

作　　者：卢晓丹[1] 

机构地区：[1]浙江工商大学外国语学院,浙江杭州310018

出　　处：《湖北财经高等专科学校学报》2011年第1期75-78,共4页Journal of Hubei College of Finance and Economics

摘　　要：新媒介时代,语篇日趋多模态化。20世纪90年代兴起的多模态语篇分析法为解读由多种符号组成的语篇提供了新视角和新途径,并逐渐成为语言学研究的热点之一。本文以Kress和Van leeuwen建构的多模态语篇的社会符号学分析方法为理论框架,结合系统功能语法,选取杭州房地产广告为研究语料,对其广告中互动意义的构建和体现进行深入分析。研究证明了多模态语篇的分析框架在房地产广告中的可操作性和实用性,丰富了广告语篇的分析维度。In the new media era,multimodal discourse develops rapidly.Multimodal discourse analysis,formulated in 1990s,has provided a new paradigm for interpreting the discourse that includes social semiotics beyond languages.Based on the theoretical framework of the visual grammar developed by Kress van Leeuwen,incorporating Systemic Functional linguistics,this paper studies in detail to uncover how the interactive meaning is constructed and realized in real estate advertisements of Hangzhou.This paper has introduced the semiotic approach to multimodal discourse analysis and validated its applicability and practicality in interpreting advertisements.

关 键 词：多模态语篇 广告 互动意义 

分 类 号：F713.8[经济管理—广告]