中美广告意义建构过程的差异分析——以中美微软广告为例  

Comparative Analysis of Meaning Construction of Sino-U.S. Advertisements： Taking the Chinese and Western Version Microsoft Ads for Example

作　　者：翟星[1] 吴慧[1] 吴滨[1] 

机构地区：[1]厦门大学新闻传播学院,厦门,中国,361000

出　　处：《现代广告》2013年第17期32-37,47,共7页Modern Advertising

摘　　要：平面广告作为一种多模态文本，融合了视觉图像和文字语言两种符号体系，广告意义的建构是语言文本的词汇话法意义与视觉图像交互作用的结果。本文以中关两则微软平面广告为例，根据cheongYinYuen提出的印刷广告体裁结构和意义建构路径，对比分析两则广告中的视觉图像和语言符号，从而得出中关广告意义建构过程和生成的差异。分析发现，美国版广告重视视觉符号与受众的互动和对广告主主动位置的强调，而中国版广告则比较重视语言符号的表意作凡强调服务姿态。As a kind of multimodal text, brand image advertisement is embedded with both visual and language symbols, and its mean-making process is supposed to be interaction results between linguistic text＇s grammar meaning and visual image. Based on Cheong Yin Yuen＇s construal of stylistic structure and ideational meaning in print advertisements, this paper attempts to make comparative analysis of both visual images and language symbols in a pair of Sino-U.S. Microsoft brand image advertisements, to find their differences in mean- constructing and meaning-making. The final analysis indicates that the American version highlights interaction between visual symbols and audience, and advertiser＇s initiative attitude, while the Chinese version values ideographic function of language symbols and advertiser＇s serving attitude.

关 键 词：平面广告 多模态 对比分析 意义建构 广告设计者 

分 类 号：F713.8[经济管理—广告]