多模态话语观照下的视觉语法与视觉叙事——以一则叙事型广告为例  

Visual Grammar and Visual Narrative in the Multimodal Discourse——A Case Study of a Narrative Advertisement

作　　者：刘纯[1] 

机构地区：[1]中南民族大学外语学院,湖北武汉430074

出　　处：《武汉纺织大学学报》2016年第1期51-56,共6页Journal of Wuhan Textile University

摘　　要：视觉语法理论被广泛认为是多模态话语分析的主流理论框架。文章首先以一则叙事型广告为语料,在视觉语法框架下对其进行多模态话语分析,其分析结果直观地反映该理论中所存在的一些问题;然后引入视觉叙事理论,并在该理论框架下对同一语料进行第二次分析;最后通过两次分析结果的对比,阐明视觉叙事理论的相对优势,并归纳出相应结论。Visual Grammar, the main approach of visual images analysis in multimodal discourse analysis, establishes the theory structure of Representing Meaning, Interacting Meaning and Constructing Meaning, according to the three meta-functions of language in Functional Grammar. A narrative advertisement will be analyzed in this paper as the language material under the theory structures of Visual Grammar and Visual Narrative, through which some conclusions will be arrived at to illustrate the disadvantages of Visual Grammar and the advantages of Visual Narrative in the complex visual narratives, based on the comparison of the results of analysis.

关 键 词：多模态 话语 视觉叙事 视觉语法 

分 类 号：H312[语言文字—英语]