企业愿景的多模态话语建构  

Multimodal Discourse Construction of Enterprise Vision

作　　者：徐宗钰[1] 

机构地区：[1]北京化工大学文法学院,北京

出　　处：《现代语言学》2020年第5期697-701,共5页Modern Linguistics

摘　　要：本文运用视觉语法理论和多模态隐喻和转喻相关概念,以中石化企业愿景栏图文语篇为例,分析文字和图像等多种模态如何协同作用构建企业形象,揭示除语言文字以外的其他符号资源同样是语篇意义的重要来源,是企业形象建构的重要手段。Drawing on visual grammar and multimodal metaphor and metonymy theory, this paper analyzes how text, image and other semiotic modes collaborate to build corporate image by taking the texts in Sinopec enterprise vision column as an example. It reveals that other semiotic resources than language, are equally important resources for constructing textual meanings, thereby important means of corporate image construction.

关 键 词：视觉语法 多模态话语分析 多模态隐喻 企业愿景 

分 类 号：F27[经济管理—企业管理]