评价系统角度下电视购物广告的多模态分析  

Multimodal Discourse Analysis on TV Commercials from the Perspective of Appraisal System

作　　者：陈慕侨[1] 

机构地区：[1]韩山师范学院外语系,广东潮州521041

出　　处：《遵义师范学院学报》2015年第3期91-93,共3页Journal of Zunyi Normal University

摘　　要：广告是塑造品牌和传递产品信息的一个重要手段,长版本的电视购物节目能够清晰地表达产品的"卖点",产生更加令人信服的传播效果,更有利于品牌的塑造。20世纪90年代兴起的多模态话语分析,将语言与图像、音乐、结合起来分析,似乎更适合广告这样一种融合多种符号系统的体裁。文章从系统功能语法评价态度系统的角度,对一则美吾发快速染发霜的电视购物广告进行多模态分析(主要是语言与图像分析),得出语言文本与图像的相互加强效果。as an important approach to branding and conveying product information, long-version commercial stands out by explicitly expressing its selling point, which generates more convincing effects. Multimodal discourse analysis （MDA）, which originated in 1990s, combines language with other semiotic systems including pictures and music. By taking the perspective of attitudinal system of appraisal theory, this article tries to give multimodal analyses （mainly language and pictures） to a TV commercial MAYWUFA Instant Hair Colorant, and comes to a conclusion of a synergy effect between language and pictures.

关 键 词：电视购物广告 多模态分析 评价态度系统 

分 类 号：H05[语言文字—语言学]