中英文同款广告互动意义的接触维度对比研究  

Contrastive Research of Contact Dimension of Interactive Meaning in Chinese and English ADs Promoting Same Products

作　　者：潘健[1,2] 仰亮[2] 郭浩[2] PAN Jian;YANG Liang;GUO Hao(Department of Science and Technology Communication,University of Science and Technology of China,Hefei 230026,China;Anhui Broadcasting Movie and Television College,Hefei 230011,China)

机构地区：[1]中国科学技术大学科技传播系,安徽合肥230026 [2]安徽广播影视职业技术学院,安徽合肥230011

出　　处：《通化师范学院学报》2021年第9期63-69,共7页Journal of Tonghua Normal University

基　　金：2019年安徽高校人文社科重点研究项目“基于批评隐喻分析理论的“一带一路”中英文报道话语比较研究”(SK2019A0961);2019年安徽高校人文社科重点研究项目“虚拟现实技术中音响听觉审美的研究”(SK2019A0965);2020年安徽省级质量工程思政建设研究项目“基于PBL教学模式的高职广告类课程思政教学改革的探索与实践”(2020kcszyjxm042)。

摘　　要：基于多模态话语分析理论,运用适用于图像分析的视觉语法框架,以中英文同款广告图像为研究对象,对收集到的46组同款广告进行对比,分析和解读不同版本的广告图像在互动意义接触维度上呈现出的差异,并运用跨文化传播的相关理论予以解释,探究中英文同款广告“形似”表象下蕴含的不同文化价值取向,为跨文化作品的制作与传播提供借鉴。This research based on the theory of multimodal discourse analysis and visual grammar frame-work suitable for image analysis.The study takes Chinese and English advertising images of promoting same products as the research object to compare 46 groups of advertising images,in order to analyze and interpret the differences between different versions of advertising images in contact dimension of interactive meaning.By using theories of cross-cultural communication to explain the difference,this paper explores the different cultural value orientations under the appearance of"similar appearance"in Chinese and English advertisements of promoting same products,providing reference for the production and communication of cross-cultural works.

关 键 词：互动意义 接触维度 同款广告 跨文化传播 

分 类 号：H059[语言文字—语言学]