多模态文体学视域下包装广告的对比研究
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摘要
目的对比分析伊利和蒙牛包装广告的意义构建及前景化的文体特征。方法基于多模态功能文体学的理论框架,从包装广告的正面和背面分析文字、图像、色彩和布局4种模态的意义表征及前景化多模态文体特征,并结合包装广告所处的情景语境和文化语境对多模态文体特征的动因进行阐释。结论借助研究文字、图像、色彩、布局等多种模态和相应的模态关系,了解到伊利的正面与背面共同传达了活泼健康的奶牛带来营养丰富的纯牛奶的整体意义;蒙牛的正面和背面共同表达了每一滴纯牛奶都纯正营养的整体意义。就前景化的文体效果而言,伊利更多地考虑了顾客的心理,它的文体效果比蒙牛更为突出。情景语境和文化语境的分析表明,伊利比蒙牛更好地实现了与情景语境和文化语境的顺应。
The paper aims to comparatively analyze the meaning constructions and foregrounding stylistic features in the packaging advertisements of Yili and Mengniu. Based on the framework of multimodal functional linguistics, it explored the meaning representations and foregrounding multimodal stylistic features of verbal mode, image, color and layout from both the front side and the back side. And those multimodal stylistic features were explained by the situational context and the cultural context. It is found that with different modes and modal relationships, Yili succeeds in constructing a total meaning that a strong and healthy cow produces the nutritious and pure milk, while Mengniu expresses a total meaning that every drop of its milk is pure and nutritious. In terms of stylistic effects, Yili, paying more attention to the customers' minds, has more prominent effects than those of Mengniu. The analysis on context of situation and culture shows that, compared with Mengniu, Yili caters more to the situational context and the cultural context.
The paper aims to comparatively analyze the meaning constructions and foregrounding stylistic features in the packaging advertisements of Yili and Mengniu. Based on the framework of multimodal functional linguistics, it explored the meaning representations and foregrounding multimodal stylistic features of verbal mode, image, color and layout from both the front side and the back side. And those multimodal stylistic features were explained by the situational context and the cultural context. It is found that with different modes and modal relationships, Yili succeeds in constructing a total meaning that a strong and healthy cow produces the nutritious and pure milk, while Mengniu expresses a total meaning that every drop of its milk is pure and nutritious. In terms of stylistic effects, Yili, paying more attention to the customers' minds, has more prominent effects than those of Mengniu. The analysis on context of situation and culture shows that, compared with Mengniu, Yili caters more to the situational context and the cultural context.
引文
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[2]冯德正,张德禄,O’HALLORAN K.多模态语篇分析的进展与前沿[J].当代语言学,2014(1):88-99.FENG De-zheng,ZHANG De-lu,O’HALLORAN K.Advances and Frontiers of Multimodal Discourse Analysis[J].Contemporary Linguistics,2014(1):88-99.
[3]NORGAARD N.New Perspectives on Narrative and Multimodality[C].London:Routledge,2010.
[4]张德禄,穆志刚.多模态功能文体学理论框架探索[J].外语教学,2012(3):1-6.ZHANG De-lu,MU Zhi-gang.Explorations on the Theoretical Framework of Multimodal Functional Stylistics[J].Foreign Language Education,2012(3):1-6.
[5]雷茜,张德禄.格林海姆·洛雷拼贴小说《女性世界》两版封面的多模态文体对比研究[J].当代外语研究,2015(9):20-25.LEI Qian,ZHANG De-lu.A Multimodal Stylistic Study on the Two Covers of Graham Rawle's"Woman's World"[J].Contemporary Foreign Languages Studies2015(9):20-25.
[6]贺赛波.多模态文体学视域下译本图像研究--以女性成长小说《大地的女儿》中译本为例[J].外语研究,2015(5):84-88.HE Sai-bo.A Study on the Images of Translation Edition"Daughter of Earth":Based on Multimodal Stylistics[J].Foreign Languages Research,2015(5):84-88.
[7]李凯.商品包装设计广告作用的延续性探究[J].艺术百家,2010(6):213-215.LI Kai.Advertisement Continuity of Commodity Packaging Design[J].Hundred Schools in Arts,2010(6):213-215.
[8]张德禄,贾晓庆,雷茜.英语文体学重点问题研究[M].北京:外语教学与研究出版社,2015.ZHANG De-lu,JIA Xiao-qing,LEI Qian.Major Issues in English Stylistics[M].Beijing:Foreign Language Teaching and Research Press,2015.
[9]HALLIDAY K,MATTHIESSEN C.An Introduction to Functional Grammar[M].London:Arnold,2014.
[10]KRESS G,LEEWEN T.Reading Images:The Grammar of Visual Design[M].London:Routledge,1996.
[11]张德禄.多模态话语分析综合理论框架探索[J].中国外语,2009(1):24-30.ZHANG De-lu.On a Synthetic Theoretical Framework for Multimodal Discourse Analysis[J].Foreign Languages in China,2009(1):24-30.
[12]雷茜.多模态功能文体学理论建构中的几个重要问题探讨[J].外语教学,2018(2):36-41.LEI Qian.Major Issues in the Theoretical Construction of Multimodal Functional Stylistics[J].Foreign Language Education,2018(2):36-41.
[13]雷茜,张德禄.多模态文体学:一种文体研究新方法[J].外语教学,2014(5):1-4.LEI Qian,ZHANG De-lu.Multimodal Stylistics:A New Method for Stylistic Analysis[J].Foreign Language Education,2014(5):1-4.
[14]李战子.多模式话语的社会符号学分析[J].外语研究,2003(5):1-8.LI Zhan-zi.Social Semiotic Approach to Multimodal Discourse[J].Foreign Languages Research,2003(5):1-8.
[15]SCOLLON R,LEVINE P.Multiple Discourse Analysis as the Confluence of Discourse and Technology[M].Washington D.C.:Georgetown University Press,2004.
[16]孙毅.多模态话语意义建构--以2011西安世界园艺博览会会徽为基点[J].外语与外语教学,2012(1):44-47.SUN Yi.A Meaning Construction of Multimodal Discourse:2011 Xi'an International Horticultural Exposition[J].Foreign Languages and Their Teaching,2012(1):44-47.
[17]THOMPSON J B.Ideology and Modern Culture[M].Cambridge:Polity Press,1990.