“一带一路”下城市形象广告的多模态话语分析——以海丝泉州形象广告为例  

Multimodal Discourse Analysis of City Image Advertisement under “The Belt and Road” Background——Taking City Image Advertisement of Quanzhou as an Example

作　　者：何竞平 HE Jingping(School of Humanities and Journalism,Xiamen University Tan KahKee College,Fujian 363105,China)

机构地区：[1]厦门大学嘉庚学院人文与传播学院,福建漳州363105

出　　处：《泉州师范学院学报》2018年第3期60-66,71,共8页Journal of Quanzhou Normal University

基　　金：福建省社会科学规划项目(FJ2017B075)

摘　　要：在"一带一路"的背景下,城市形象广告成为传播城市品牌形象的重要手段。文章采用多模态话语分析理论,对城市形象广告《海上丝绸之路起点城市——泉州》进行分析,并总结相关广告语言策略。分析认为,该广告在特定的语境下,围绕广告主题采取了恰当的再现意义、互动意义和构图意义建构策略,并通过三种符号模态之间的互补与协同进行意义共建;广告语篇的语境决定和限制了其多模态话语意义建构的目的、主题、内容、方法和策略。Under the＂The Belt and Road＂background,city image advertising has become an important means of communication of brand image of the city.Based on the theory of multimodal discourse analysis,this paper analyzes the image advertising ＂Quanzhou,the starting point of the maritime Silk Road＂,and summarizes the related advertising language strategies.The analysis thinks the advertisement＇based on specific context and subject,adopted appropriate representational meaning,interactive meaning and compositional meaning construction strategy.The advertising is constructed by complementarities and synergy among three symbolic modes.The context of advertising discourse determines the purpose,theme,content,method and strategy of its multimodal discourse meaning construction.

关 键 词：城市形象广告 多模态话语分析 泉州 一带一路 广告语言 

分 类 号：G2[文化科学]