多模态广告语篇的概念再现  

On the Concept Reproduction of Multimodal Advertising Discourses

作　　者：韩蜀君[1] 李建英[1] 

机构地区：[1]四川文理学院外国语学院,四川达州635000

出　　处：《科教文汇》2014年第17期81-82,共2页Journal of Science and Education

基　　金：四川文理学院面上项目资助(项目编号:2013R009Y);社会符号学视角下的多模态广告语篇分析

摘　　要：广告作为一种重要的语篇研究形式,融合了包括文字、图像、声音等多种模态。迄今为止对其研究主要体现在文体、修辞、词汇等语言研究上,而往往忽略了其他模式。本文试图运用社会符号学的多模态来分析广告,重点放在多模态语篇的概念再现意义上,着力探究分类过程、分析过程和象征过程在广告再现意义上的构成和作用,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,同时提高人们运用多模态理论解读多模态语篇的能力。Advertising, as an important form of discourse re-search, integrates multi-modality including characters, images and sounds. The research on it so far is mainly embodied in lin-guistic research such as stylistic feature, rhetoric and vocabulary, and neglecting other models. This paper attempts to use the mul-ti-modality of social semiotics to analyze advertising, focusing on the concept reproduction of multimodal discourses, emphasizing on the exploration of the constitutions and functions of classifica-tion process, analysis process and symbolization process in ad-vertising reproduction, aiming to help the readers learn how im-ages and languages cooperatively compose meanings, and im-prove people＇s ability of using multimodal theory to interpret multimodal discourses.

关 键 词：多模态 社会符号学分析 概念再现 分类过程 分析过程 象征过程 

分 类 号：H315.9[语言文字—英语]