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现代社会中,视觉符号以及人们传统习惯中被认为是副语言的图像、音乐、颜色等,越来越多地处于突出、甚至是一种优势和中心的地位。在过去以语言为主的单一模态话语分析的基础上,多模态话语分析理论应运而生,这也就凸现了现代人培养多元识读能力的必要性和迫切性。本文以2010年北京国际车展大众汽车“蓝.创未来”环保广告为研究个案,对北京部分高校的大学生进行了问卷调查和访谈,发现大学生的多元识读能力普遍较为薄弱。本文运用多模态话语分析的相关理论框架,从社会符号学角度对该则广告的语言、图像和颜色等多模态社会符号的三大元功能进行了剖析,并指出三种社会符号形式之间的关系。我们认为,颜色模态也可以在交流体系中发挥主导作用;多模态话语分析理论框架的应用可以全面解读类似广告,从而成为沟通符号编码者和解码者的桥梁。
In modern society, visual symbols and the images, music, colors and so on which are regarded as the auxiliary languages in traditional traditions are more and more prominent and even a superiority and center. Based on the analysis of single-modal discourse based on language in the past, the theory of multi-modal discourse analysis came into being, which highlights the necessity and urgency of modern multi-reading ability. This paper takes the 2010 Beijing International Auto Show Volkswagen “blue. Create the future ” environmental advertising as a case study, conducted a questionnaire survey and interviews with college students in some colleges and universities in Beijing, found that college students generally weak reading ability. This paper uses the relevant theoretical framework of multi-modal discourse analysis to analyze the three major metafunctions of multi-modal social symbols such as language, image and color of the advertisement from the point of view of social semiotics and points out three forms of social symbols Relationship between. In our opinion, color modalities can also play a leading role in the communication system. The application of the theoretical framework of multimodal discourse analysis can fully interpret similar advertisements and thus become a bridge between the symbolic coder and the decoder.