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多模态视域下汽车视频广告中的人际意义探讨 [2]

论文作者:留学生论文论文属性:硕士毕业论文 thesis登出时间:2023-02-17编辑:vicky点击率:555

论文字数:38666论文编号:org202302141036155540语种:英语 English地区:中国价格:$ 66

关键词:商务英语论文题目范文

摘要:本文是一篇商务英语论文题目,笔者认为视频广告的目的是向观众介绍相关产品,其主要功能是提供信息。因此,国内汽车品牌在设计视频广告时仍应注重信息传递的功能,这意味着他们可以在使用语言资源方面主要采用陈述语气来介绍产品。

cept in the interpersonal meta-function of language proposed by Halliday. He originally used the term 'interpersonal meaning' to refer to the social relationships between different communication participants (1994). Later, Thompson (2014) clearly defined interpersonal meaning as the meaning of language that is used to communicate with others, establish and maintain relationships, influence other people's behavior, express subjective judgment or evaluation of things and change other people's views, etc. Greatly inspired by Halliday, Martin and White (2003) developed the Appraisal system, which mainly studies the interpersonal meaning during the process of communication from the aspects of Attitude, Engagement, and Graduation, which is considered as one of the latest developments of SFL.  As mass media developed, the studies of linguistic resources are not enough to dig out the interpersonal meaning contained in visual resources. Based on SFL, Kress and Van Leeuwen (1996) put forward the theory called Visual Grammar and extended the analysis of linguistic resources to visual resources.

According to the above-mentioned theories, previous studies are mainly based on the theory of SFL or Appraisal system in terms of linguistic resources and the theory of Visual Grammar when it comes to visual resources. For instance, Susanto (2018) uses Halliday's SFL as the theoretical framework to describe the interpersonal meaning used in the advertisements of electronics and mobile phones from the perspective of mood. He believes that the declarative, exclamatory and interrogative moods are used to convey information, while the imperative mood is used for persuasion. 

2.2 Previous studies of Multimodal Discourse Analysis

MDA is a kind of research perspective and method that emerged in the West in the 1990s. It believes the coexistence of language and other semiotic resources can jointly construct meaning. Different from linguistic discourse analysis, MDA breaks through the shackles of merely studying the inherent laws of discourse activities as well as the relationship between these activities and people’s ideology and cognition, it expands the vision to images, sound, colors, animation and other forms of meaning expression. In MDA, modality refers to the channels and the media of communication, including visual modality, auditive modality, tactile modality, olfactory modality and gustatory modality, they include various semiotic systems like image, color, music, language, smell and taste, etc. (Hu, 2007). Multimodal discourse refers to the discourse that uses two or more modalities or contains two or more semiotic systems simultaneously (Zhu, 2007). The main theoretical basis of MDA is Systemic Functional Language (hereafter referred to as SFL) founded by Halliday. According to SFL, language is a social sign and meaning potential. Inspired by this idea, scholars of MDA proposed that other semiotic systems are also sources of meaning. What’s more, MDA also collaborates with the meta-functions of SFL, believing that multimodal discourse, like discourse containing only linguistic signs, also has ideational, interpersonal and textual functions at the same time (Kress & Van Leeuwen, 1996).

CHAPTER 3 THEORETICAL FRAMEWORK ................................. 13

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