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从英语多模态语篇分析的角度探究汉语医药广告中的劝说功能 [2]

论文作者:www.51lunwen.org论文属性:硕士毕业论文 dissertation登出时间:2017-12-11编辑:lgg点击率:1223

论文字数:37485论文编号:org201712061358207530语种:英语论文 English地区:中国价格:$ 44

关键词:英语语言学论文互动意义多模态语篇分析劝说功能

摘要:本文是英语语言学论文,本研究能丰富医药广告的研究范围,有助于观众或潜在消费者读懂医药广告中的劝说性语言,并采取更理智的购买行动。此外本文还有助于广告制作者创作出高质量的医药广告。

at home and abroad will be presented in detail,as well as previous studies on medicine advertisements.

2.1 Definition of Multimodality and Multimodal Discourse
In recent years, multimodality has been widely analyzed by linguists and scholars both athome and abroad. Kress & Van leeuwen (2001:21) define multimodality as “the use of severalsemiotic modes in the design of a semiotic product or event, together with the particular wayin which these modes are combined”. Baldry & Thibault (2006:21) believe that multimodalitymeans to there are many ways in which many different semiotic modes systems are used incombination in the constructing of meaning. In Zhu Yongsheng’s definition of modality, it isthe way and medium of communication, which includes many semiotic modes, such aslanguage, image, color, and music. From which we can conclude that multimodality includestwo or more modalities which are used at the same time. From the definitions above, it can bereferred that multimodality means the combination of more than two or more semiotic modesin the same discourse to construct a semiotic activity.After the analysis of the definition of multimodality, multimodal discourse (MD) isobvious. Next are some of the definitions for multimodal discourse (MD).Kress & van Leeuwen believe that MD is a discourse in which multiple communicativemodes such as language and image are used in conveying information. Li Zhanzi(2003) statesthat MD is a combination of different discourses which includes images, graphs and so on, ormeans any discourse that construct meanings through the combination of more than onesemiotic modes.A rough understanding of the definition of Multimodal Discourse Analysis (MDA) shouldbe explained before the analysis. The followings are some definitions quoted from scholarsboth at home and abroad.
........

2.2 The Informative and Persuasive Function of Advertisement
According to the definition given in Webster New World Dictionary (Simon & Schuster,1998:19-20), there are two main purposes of advertisements, that is to provide informationand achieve persuasive function. The two main functions of advertisement language areinforming and persuasion. So the major purpose of advertisers in producing advertisement isto provide the service or goods to the people and the more actual purpose is to persuade theviewers to buy the product in order to achieve the persuasive function. However these twopurposes do not have the same position, the persuasive function is more important than theinforming function. There exists a fact that we are unconsciously affected by the persuasionprocess of all kinds of advertisements in every day life. The advertisement is a kind ofcommunication with no face-to-face interaction, so the communicative nature ofadvertisement is often ignored by us. The major aim of advertising is selling products orservices instead of spreading information to enlarge audience’s knowledge. The language usedin the advertisement is definitely good for the product in order to attract the audience, whichis a method of persuasive function in itself. So advertisement is the targeted informationaiming at activate a purchasing action of the consumers.
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Chapter Three Theoretical Framework .......... 12
3.1 Functional Grammar ........... 12
3.2 Visual Grammar ....... 16
3.3 Royce’s Inter-semiotic Complementarity............. 19
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