多模态视角下英语反烟公益广告人际意义对比研究  

A Contrastive Study on Interpersonal Meaning of English Anti-smoking Public Service Advertisement from a Multimodal Perspective

作　　者：兰杰[1] 赛小琴 LAN Jie;SAI Xiao-qin(School of Foreign Languages,Xinjiang University,Urumqi,830000 China)

机构地区：[1]新疆大学外国语学院

出　　处：《乌鲁木齐职业大学学报》2019年第3期33-36,共4页Journal of Urumqi Vocational University

基　　金：2017-2019新疆维吾尔自治区社会科学基金项目“一带一路”视域下新疆企业对外宣传话语策略研究(17BXW086)

摘　　要：多模态层面的话语分析丰富了语言研究的途径。Kress和Van Leeuwen视觉语法中的互动意义和功能语言学人际元功能的结合,为人际意义的研究提供了基础。论文从多模态视角解析中英反烟广告人际意义构建方法及异同点,包括文字模态即语气、人称和情态,以及图像模态即态度、视角和社会距离共六个方面的对比分析,从而为中英烟类广告的语篇意义解构提供一定理论依据和操作方法。Discourse analysis at the multimodal level enriches the ways of language researches.The combination of interactive meaning and interpersonal meta-function in Kress and Van Leeuwen’s visual grammar provides a basis for the study of interpersonal meaning.The paper makes a contrastive study on the construction method and similarities and differences of interpersonal meaning of English anti-smoking public service advertisements from six aspects:text mode,i.e.mood,person and modality,image mode,i.e.attitude,angle of view,and social distance,tending to provide the theoreti⁃cal basis and operation method for the textual meaning deconstruction of Chinese and English tobacco advertisements.

关 键 词：多模态 视觉语法 人际意义 反烟广告 

分 类 号：H315[语言文字—英语]