多模态话语分析视角下的性别歧视现象——以一则食用油电视广告为例  

Gender Discrimination from the Perspective of Multimodal Discourse Analysis——Take a TV AD for Edible Oil

作　　者：姬晨阳 黄乐平[1] JI Chen-yang;HUANG Le-ping(Tianjin University of Commerce,Tianjin 300400,China)

机构地区：[1]天津商业大学

出　　处：《教育教学论坛》2020年第9期103-104,共2页Education And Teaching Forum

摘　　要：多模态话语分析是以系统功能语言学为理论基础,将语言和其他相关的意义资源整合起来进行分析的一种研究方法。广告语篇动态地建构了不同的社会性别角色。文章将从历时对比的角度出发,以福临门天然谷物调和油系列电视广告为样本,用多模态话语分析的方法研究该视频广告,以此来对广告中所构建的社会性别角色进行分析。Multimodal discourse analysis is a research method that integrates language and other relevant meaning resources on the theoretical basis of systemic functional linguistics.Advertising discourse dynamically constructs different gender roles.From the perspective of diachronic comparison,this paper studies the video advertisement with the multimodal discourse analysis method,taking the Fulinmen natural grain blended oil series TV advertisement as the sample,so as to analyze the gender roles constructed in the advertisement.

关 键 词：多模态 电视广告 性别建构 

分 类 号：G642.0[文化科学—高等教育学]