视觉语法视角下成都城市形象宣传片的多模态话语分析  

A Multimodal Discourse Analysis of Chengdu City Image Promotional Film From the Perspective of Visual Grammar

作　　者：李丽华[1] 牛亚倩 LI Li-hua;NIU Ya-qian(Faculty of Humanities and Social Sciences,Beijing University of Technology,Beijing 100010,China)

机构地区：[1]北京工业大学外国语学院,北京100010

出　　处：《齐齐哈尔大学学报（哲学社会科学版）》2024年第11期115-119,共5页Journal of Qiqihar University(Philosophy & Social Science Edition)

摘　　要：随着对外开放的不断发展、扩大和深化,中国许多城市将形象宣传片视为向世界展示城市形象和打造城市品牌的重要方式。城市形象宣传片作为一种包含文本、图像、音乐等多种符号资源的多模态语篇,受到了不同学者的关注。近年来,语言学领域的大多数学者从文本翻译和多模态隐喻的角度研究城市形象宣传片,但鲜有学者探究宣传片中的不同模态如何进行意义建构。本文以成都形象宣传片为例,从多模态话语分析的视角,以视觉语法为理论基础,分析成都形象宣传片中的意义建构,以期为未来的城市形象宣传片研究提供一些参考。With the continuous development,expansion,and deepening of opening up to the outside world,many cities in China regard promotional films as an important way to showcase their image and build their brand on the global stage.As a multimodal discourse that includes text,images,music,and other symbolic resources,city image promotional films have attracted the attention of various scholars.In recent years,most scholars in the field of linguistics have studied city image promotional films from the perspectives of text translation and multimodal metaphor.However,few have explored how different modalities within these films construct meaning.This paper takes the Chengdu promotional film as an example,analyzing the construction of meaning from the perspective of multimodal discourse analysis and using visual grammar as the theoretical basis,aiming to provide some references for future research on city image promotional films.

关 键 词：城市形象宣传片 视觉语法 多模态批评话语分析 

分 类 号：H315[语言文字—英语]