旅游广告的多模态批评性话语分析

发布时间：2018-08-01 21:11

【摘要】：随着话语分析的不断发展,话语分析者发现从单一的语言学角度已经不能对话语进行深入全面的分析和研究,因此话语分析从语言文字转向了包括语言在内的多模态语篇。近年来旅游作为一种精神需求得到了很多人的青睐,作为传播旅游目的地和产品的媒介,旅游广告已成为人们选择旅游地的重要依据。广告商通过文本、图像等符号资源建构刺激消费的意义,消费者也需要提高自己的多模态话语认识能力,因此对旅游广告进行多模态话语分析有较强的研究价值和现实意义。本文从《纽约时报》和“观光网”中选取了30篇旅游广告作为分析的语料,旨在分析旅游广告中图片和文字是如何分别影响人们对旅游目的地的选择,两个模态又是如何互动突出整体意义,从而达到吸引消费的目的。本文以视觉语法为理论基础,遵循批评性话语分析方法,运用定性和定量相结合的分析方法来研究旅游广告,从而来发掘旅游广告中图像与文字如何影响人们旅游目的地的选择。从研究结果可以看出,广告商主要地通过使用叙事过程来实现图像的再现功能,同时,通过接触、社会距离和视角来传达互动意义,旅游广告商常用远景对旅游地作出全面的展示。利用广告的信息值,显著性和框架的方法实现了图片的构图意义,图片的大小和颜色的布局都体现了一定的意识形态。对于广告中文字的分析通过词汇的选择和情态来实现,广告商应用中低值的情态词缩短了广告商与受众的关系,形成一种信任和尊敬的关系。在词汇的选择上,广告商通过使用大量正面的描述来帮助受众对景点建立良好的印象,同时大量使用第二人称建立面对面的交际效果,实现更有效的说服。此外,语言和图片两个模态相互协同补充,从而建构了最佳的表达意义,有助于受众科学全面地解读旅游广告。
[Abstract]:With the continuous development of discourse analysis, discourse analysts find that discourse analysis can no longer be thoroughly analyzed and studied from a single linguistic point of view, so discourse analysis has shifted from language to multi-modal discourse, including language. In recent years, as a kind of spiritual demand, tourism has been favored by many people. As a medium to spread tourism destinations and products, tourism advertising has become an important basis for people to choose tourist destinations. Advertisers construct the meaning of stimulating consumption through symbolic resources such as text and image, and consumers also need to improve their cognitive ability of multi-modal discourse, so it is of great value and practical significance to carry out multi-modal discourse analysis on tourism advertisements. This paper selects 30 tourist advertisements from the New York Times and the Tourism Network as the language materials to analyze how the pictures and words in the tourist advertisements affect people's choice of tourist destinations respectively. The two modes are how to interact and highlight the overall significance, thus achieving the purpose of attracting consumption. Based on the theory of visual grammar and following the critical discourse analysis method, this paper uses qualitative and quantitative analysis methods to study tourism advertising. In order to explore how images and words in tourism advertising affect people's choice of tourist destination. It can be seen from the research results that advertisers mainly use narrative process to achieve the function of image reproduction, at the same time, through contact, social distance and perspective to convey interactive meaning. Tourism advertisers often use the vision to make a comprehensive display of the tourist destination. By using the information value significance and frame of the advertisement the image composition meaning is realized and the size and color layout of the picture reflect a certain ideology. The analysis of the words in the advertisement is realized by the choice of words and modality. The low-value modal words in the application of advertisers shorten the relationship between advertisers and the audience and form a relationship of trust and respect. In the choice of vocabulary, advertisers use a large number of positive descriptions to help the audience to create a good impression of the scenic spots, at the same time, a large number of use of the second person to establish face-to-face communication effect, to achieve more effective persuasion. In addition, the two modes of language and picture complement each other, thus constructing the best meaning of expression, which is helpful for the audience to interpret tourism advertisements scientifically and comprehensively.
【学位授予单位】：西安外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H136;H313

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