网络动态海报《随传随到》的多模态话语分析  

A Multimodal Discourse Analaysis of the Online GIF Poster:A Case Study on One Call Away

作　　者：李丹弟[1] 陈佳悦 LI Dandi;CHEN Jiayue(College of Foreign Languages,Zhejiang Gongshang University,Hangzhou 310018,China)

机构地区：[1]浙江工商大学外国语学院,浙江杭州310018

出　　处：《上海理工大学学报（社会科学版）》2024年第3期211-217,共7页Journal of University of Shanghai for Science and Technology：Social Sciences Edition

基　　金：2021年度浙江工商大学浙江省“外国语言文学”一流学科(A类)建设高层次项目(2021YLZS05)阶段性成果。

摘　　要：作为数字传播时代的新兴产物,动态海报具有画面表现力强、传递信息量大、受众参与度高等特征,已广泛应用于网络广告领域。研究基于多模态话语分析综合理论框架,辅之以视觉语法理论,解析网络动态海报《随传随到》运用多模态符号资源实现的积极广告传播效果。研究发现:文化层面,意识形态是理解动态海报和实现广告传播效果的必要前提;语境层面,语境因素是动态海报产生特征和积极广告传播效果的动因;内容层面,广告传播效果取决于多模态资源在意义构建中的运用;表达层面,GIF格式文件为动态海报达到积极广告传播效果提供了技术支持。研究结合广告学知识探索了多模态话语分析在网络动态海报中的应用,旨在为动态海报的广告传播效果提供语言学解释。As a new product in the digital era,GIF(Graphics Interchange Format)poster has shown great potential in online advertising due to its expressive form,informative nature,interactive design,and high communication efficiency.Based on the synthetic theoretical framework for multimodal discourse analysis and supplemented by visual grammar theory,this study explores the meaning construction and communication effect of advertising of online GIF poster One Call Away.The research shows that ideology provides the prerequisite for understanding GIF posters and realizing communication effect of advertising at the cultural level.Contextual factors serve as motivation for the formation of GIF posters’s strengths and communication effect of advertising.As far as the content is concerned,the communication effect of advertising is determined by the use of multimodal resources in meaning construction.At the expressive level,GIF format files provide technical support for realizing communication effect of advertising in reality.The multimodal discourse analysis of online GIF posters with advertising knowledge aims to provide linguistic explanations for advertising communication effects of GIF posters.

关 键 词：网络动态海报 《随传随到》 多模态话语分析 广告传播效果 

分 类 号：H030[语言文字—语言学]