平面公益广告的多模态话语分析开题报告

1、ZHEJIANG NORMAL UNIVERSITY硕士学位论文开题报告学 号姓 名院 系专 业研究方向导师姓名拟定学位论文题目 浙江师范大学研究生学院制表年 月 日与选题有关的国内外研究综述，选题的理论意义和实际意义Previous image in the ad often ignored in the analysis of advertising discourse, or to separatea single mode of discourse, or the image as to build the meaning of Ianguage symbols and text to

2、 an alyze the lin guistic sig n as a whole.A more comprehe nsive multi-modal study of discourse, in-depth greater impact (2 ) Baldry (2000) editor of the era of distanee education, multi-mode and multi-media book brings together the International Conference on the University of Pavia in 1994 20 rese

3、arch papers in 1999, the nature and function of the differe nt tech no logies in a multimedia en vir onment (such as PC, TV, video and telephone ) were discussed, including the integrated use of a range of different educational backgro unds - Remote lear ning.The main purpose is for students faced w

4、ith a new way of learning English - the electronic media, its contribution to multi- modal discourse around theory and practical application to classroom teach ing, educati on and research in print and electro nic text. Un worth (2001), the basic theoretical knowledge of the major textbooks, teacher

5、s must have the vision and discourse grammar, computer-based text in school, to solve these two requirements for electronic text and images in the Teach ing of Literacy emergi ng format requireme nts for the teach ing of multimedia in formatio n age provided for convenien ce.Ven tola, Charles, and K

6、alte nbacher (2004) “ Multimodal Discourse Perspective on ” for todays multi-modal research and theory building has opened up several streets, with particular emphasis on multi-modal discourse theory and methodological issues ( mode level, the pattern symbolic resources, multi-modal discourse corpus

7、 annotation ). In addition, a series of multi-modal discourse is widely applied to various fields such as mathematics, entertainment, education, museum design, medic ine, and tran slatio n.Halloran, (2004) editor of the “ multimodal discourse analysis, the book brings together cutt in g-edge researc

8、h gen erated by the symbolic mode of com muni cati on betwee n two or more multi-modal text and discourse. Such as: Ian guage, dyn amic and static visual images, architecture and three-dimensional objects, electronic media. The methodological framework of the current system fun cti ons used to an al

9、yze the sig nifica nee of how a series of case studies.Jour nal debris scattered literature: Mr. Zammit ideology and tech no logy: two CD-ROM courses, visual and textual an alysis , Jewitt s shift from paper page to scree n: School of En glish multimodal transformation, Royce TESOL classroom in the

10、multi-modal. Multi- modal discourse on teaching many other areas of slightly less relative. We can see, this study will make due con tributio ns to lin guistics and rich con temporary lin guistic theories.First, because we curre ntly know very little about the multi-modal symbols can express the mea

11、ning of Ian guage, there is an urge nt n eed to study it. The sec ond is With the adve nt of the digital in formati on age, multi-modal, such as, image, visual tech no logy, more and more to highlight in the modern era of its importa nt positi on in many com muni cati on model, we n eed more Ian gua

12、ge theory to an alyze the image of this com muni cati on mode.International multi- modal discourse analysis study just as the bud of the bud, their research is moving in the in terdiscipli nary and the developme nt of a more scie ntific directi on. Relative to the late start of our multi- modal stud

13、y of discourse, the author in Chinese journals online first multimodal discourse ” for keywords within the range of core journaterf 1999 to 2008 during the year search, found a total of 12 papers. This discourse analysis community starts before the official of th academic study of the multi-modal di

14、scourse.2. Significance of the Present StudyWith the progress of the times and tech no logy, advertis ing is everywhere and people will encountei a variety of media to convey advertising. As Schroder said, Advertising has been accompanied around us, whe never we ope n a n ewspaper, magaz ine, or tur

15、 n on the TVor in the subway stati on, the building will be covered by the ads. With the social and economic development, a variety of profit for the purpose of commercial advertising is full of our eye. Therefore, the present studies have focused on commercial advertis ing. Due to in dustrializati

16、on and mass product ion caused by global warm ing, soil erosi on, air polluti on and a series of social problems, public service advertis ing in moder n society has played an in creas in gly sig nifica nt role in the social issues of com mon con cern by the public. For most of the studies of the pub

17、lic service ads are starting from a sociological or aesthetic point of view. With the network, which is the emergenceof new media, it is easy for people to obtain information or to exchangemore and more to show its important position. TheIanguage of advertising is changing, with diverse shapes. As a

18、 specific genre of advertising - public service ads, is serv ing the public, so that we cannot ignore the multi-modal discourse of the public service ads. With the adve nt of scie nee and tech no logy in formati on age, the advertis ing discourse showing the expression of a variety of forms such as

19、pictures, animations, sounds, colors, etc. to con struct meaning. Most of the An alysis of advertis ing discourse in the text focuses on vocabulary, grammar, style, and rhetorical features. These are not bey ond the study of the text. Comprehe nsion of abstract symbols of writte n Ian guage and the

20、differe nee of expressi on for audie nee is so important that advertis ing messages cannot be vivid, accurately conv ey. Image Ian guage can compe nsate fo” its in adequacies. Kress no ted that we live in this day and age where is launching a new round of competitio n of the means of com muni cati o

21、n, is about to Ian guage as a writ ing tool, or the image as a writi ng tool, and this new means of com muni cati on, especially in the exte nsive use of images of modern advertising is particularly evident. Gold pointed out that Advertising is a persuasive or dominant com muni cative activity, wher

22、e the image of lin guistic sig ns plays an importa nt role in the persuasi on process, as one of the primary means of in teract ion sig nifica nee.Charles Forceville in sales on Hermeren (1999) written in English: Advertising Language Book Review had to say,. the people of course have to admit that

23、moder n advertis ing and advertis ing sig ns effect so deeply depe ndent on the relatio nship betwee n text and images , and eve n almost the means of text has some un satisfactory Thus, the multi-modal discourse has bee n prevale nt in advertis ing En glish, this is an in disputable fact ”In additi

24、on, since the American linguist Harris in the early 1950s, discourse analysis xS(discourse an alysis), researchers, discourse an alysts around the world has made great efforts to put forward a variety of discourse analysis theory and methods through the analysis of a large number of examples, an ato

25、mical relati on ship betwee n the internal rules of the Discourse and the discourse ar ideology and cognitive mode. However, these theories and methods are basically the Ianguage c study, n amely the relati on ship betwee n Ian guage system and sema ntic structure itself and its socio-cultural and p

26、sychological cognitive, neglect, such as images, sound, color, animation the other meaning manifestation of this discourse analysis with greater limitations.It rise in the West in the 1990s, multi-modal discourse an alysis (multi-modal discourse an alysis), you can greatly help people to overcome th

27、ese limitations. Kress and & van Leeuwen (1996), to systemic functional linguistics theory, based on the framework of the analysis of visual images syntax for multi-modal discourse analysis provides a theoretical basis and methods of analysis. Kress and & Leeuwen, pointed out that the visual structu

28、re is not just a form, which semantically is also very importa nt . They believe that the descripti on Ian guage to describe the image, accord in to the image s own way .研究内容、所要解决的主要问题及研究途径与方法（预期思路或技术路线）First, multi-modal discourse an alysis theory applied to the study of public service ads, where p

29、ublic service ads provide a new perspective for future research: from linguistic theory, the discourse, which new research applied to the field of will help expand the multi-modal discourse analysis theory with impacts and ranges of applications. Discourse analysis research has injected new vitality. We analyzed not only the Ianguage of discourse, but also multi-modal discourse, multi- semiotic discourse. Second, the successful stories of foreign public service ads could help the domestic advertis ing to get some valuable experie nce and ben efit for it so as to create better