视觉语法视域下新能源汽车广告的生态性建构研究——以2020年奥迪新能源汽车广告为例  

A Study of the Ecological Construction of New Energy Vehicle Advertisements from the Perspective of Visual Grammar:A Case Study of 2020 Audi New Energy Vehicle Advertisement

作　　者：穆军芳[1] 张青青 MU Jun-fang;ZHANG Qing-qing(School of Foreign Studies,Hebei University,Baoding 071002,China)

机构地区：[1]河北大学外国语学院,保定071002

出　　处：《北京科技大学学报（社会科学版）》2022年第4期419-428,共10页Journal of University of Science and Technology Beijing(Social Sciences Edition)

基　　金：河北省高等学校青年拔尖人才计划项目“新时代河北省生态文明的话语体系和话语实践研究”(编号:BJ2020089)。

摘　　要：绿色广告作为新能源汽车营销的主要手段之一,备受公众关注。基于视觉语法,文章对2020年奥迪新能源汽车广告进行多模态分析,尝试创建一个视觉语法视角下新能源汽车广告的生态性研究框架。该框架关注新能源汽车广告如何通过三种功能意义来建构其生态特性,即叙述再现发出生态预警,互动行为强调生态价值,构图要素彰显生态优势。文章基于该框架揭示出新能源汽车广告展现的生态“可持续发展”理念,能够为新能源汽车企业的绿色营销以及品牌推广提供借鉴和参考。Green advertising,as one of the main means of new energy vehicle marketing,has attracted public at-tention.Based on visual grammar,a multimodal analysis on Audi’s new energy vehicle advertisement in 2020 is made,and an ecological research framework of new energy vehicle advertisements is established.This frame-work focuses on how to construct the ecological characteristics of new energy vehicle advertisements by three functional meanings:giving the ecological warning from narrative representation,emphasizing the ecological value in interactive actions,and highlighting the ecological advantages through composition elements.Based on the framework,this study reveals the concept of ecologically“sustainable development”presented in the advert-isements of new energy vehicles,which can provide reference for the green marketing and brand promotion of new energy vehicle enterprises.

关 键 词：多模态话语分析 视觉语法 新能源汽车广告 生态性 

分 类 号：H0-05[语言文字—语言学]