公寓广告中意识形态渗透手段的多模态批评性话语分析  

Multimodal and Critical Discourse Analysis on Ideological Infiltration in Apartment Advertisement

作　　者：仲夏阳[1] 孙志祥[1] 

机构地区：[1]江苏大学外国语学院,江苏镇江212013

出　　处：《西南政法大学学报》2011年第5期131-135,共5页Journal of Southwest University of Political Science and Law

基　　金：江苏省高校哲学社会科学基金项目"翻译的意识形态维度的系统研究"(2010SJB740003)

摘　　要：多模态话语普遍存在于广告语篇中,因此,对广告进行多模态话语分析显得十分必要。论文以China Daily上的一则英文公寓广告为语料,对广告中的图片采用视觉语法的分析方法,对广告中的文字说明则以批评性话语分析的三维模式为出发点进行意识形态分析。该研究揭示了语篇生产者如何在特定的社会文化语境下运用各种符号对消费者进行情感、态度、观念上的控制,旨在增强受众对不同层面意识形态渗透手段的认识,提高受众批判性视觉阅读能力与语言阅读能力。Muhimodal discourse is a typical feature of advertising. It is urgent to apply a multimodal discourse analysis into this type of discourse. Taking an English advertisement in China Daily as the analytical example, the analysis of the advertisement photo adheres to Visual Grammar while the analysis of photo captions is carried out in line with Three-dimensional Framework of Critical Discourse Analysis. The study throws light on the means by which the multimodal discourse producer uses all kinds of symbols to manipulate people＇ s affection, attitude and values in particular social-cultural context, aiming at heightening viewer＇ s awareness of how ideological messages are coded into the discourse and improving their capability of critical visual reading and critical language reading

关 键 词：多模态话语 批评性话语分析 意识形态 

分 类 号：H08[语言文字—语言学]