【作者】 王宇；

【导师】 杨先明； 许晓艳；

【作者基本信息】 长江大学 ， 外国语言学及应用语言学， 2014， 硕士

【摘要】 随着互联网的飞速发展,当今社会文化呈现出多元化,越来越多的语言符号出现在人们的交际活动中,人们的交流方法也不再局限于语言和文本,而是转变为包括声音、颜色、图像、图表、动画、编排等多种模态形式。因此,胡壮麟指出,人类进入了社会符号沉寂的多模态化的新世纪,应该重视对多模态识读能力的培养。单纯的以语言为研究分析对像已经不能够全面满足多种模态中的意义传递,这就需要产生新的能够理解多种模态语篇的新的语法体系。在科学技术及大众传媒日益多模态化的情况下,广告形式也表现出多模态化。但是传统的广告话语分析都致力于文本的分析,而声音、动画和颜色等多种非语言符号常常被忽视。20世纪90年代以来,以韩礼德的系统功能语言学为基础,西方的很多学者把语言作为社会符号来研究的研究重心转移到图像、声音和动画上来。其中最具代表性的是克瑞斯和勒文的视觉语法,它为广告话语的多模态分析提供了理论依据。本文以视觉语法为理论基础结合图式理论对广告话语的多模态进行深入分析,本文通过两种理论试图探讨视觉交流的一种载体——图像,是如何表现与语言符号交流相互作用,共同传递信息和意义的,这对人们提高从各途径理解接收信息的能力有一定促进和帮助作用。本文利用社会符号学对香水广告的图文符号进行多模态话语分析,对比过去对这则广告的分析,发现采用这种方法的确比过去更直观、简洁明了,更突出要点,整体感更强。分析结果揭示了在广告图像中的人与物和广告语互动,共同构建意义等方面达到最佳的广告效果。本研究采用理论研究和语料分析相结合的研究方法,选择了几幅香水广告利用视觉语法和图式理论进行分析,证明此理论对于多模态语篇的适用性,将非语言符号和语言符号相结合能够充分体现视觉语法的三大元功能。1781年德国哲学家康德最早提出了图式这一概念,他认为一个人在接受新思想、新信息、新概念的时候只有把它们同这个人脑海里的固有知识联系起来才能产生意义概念。所谓图式(Schema)是指围绕某一个主题组织起来的知识的表征和贮存方式,人的一生要学习和掌握大量相互联系起来形成一定的知识单元,这种单元就是图式。众多学者对图式这一概念有着不同的表述和解读。Cook(1989,1994)的观点把图式解释为头脑中的先存知识或背景知识。Pearson则认为,图式是“人们听到或读到某些信息时在脑海中产生的景象或联想”。Rumelhart(1980)认为：“图式是人们所有一般知识的总和”,“每个人都把各种图式或知识存储于大脑中”。这些释义总结起来有一个共性就是都承认图式是输入并存储在头脑中对世界的一般认识。图式理论是在20世纪30年代英国心理学家巴特里特提出的,人们在吸收、理解所输入的信息时,需要将大脑中已知概念(或信息)即背景知识与输入的信息联系起来。对新接收的信息的编码、解码,都基于人脑中已经存在的框架、信息图式或网络。输入信息只有在与这些图式相匹配的前提下才能完成信息处理——即信息的接受、解码、重组、储存的过程。广告是一种特殊文本类型,它综合利用声音、图像和文字等多种手段,且对读者原有认知图式有依赖性。因此,与科技或文学文本不同,广告是以读者为中心的。为取得满意效果,完美实现广告的功能,首先必须了解目标受众,刺激他们的观念、需求、喜好,一言以蔽之,即要顺应受众的固有认知图式。只有能吸引目标读者的注意、引起他们的兴趣、赢得他们的认同、激发他们的欲望并最后促成他们的行动,才算成功的广告。因此,广告功能及效果的实现在相当程度上要依赖于对受众认知图式的把握。作为多种社会符号的载体和多种模态形式,广告可以充分地从各方面激发人们的已有图式,从认知心理学的角度就很好地揭示了关于图式理论的接受、解码、重组、储存的过程。观众在获取广告中的新知识时,会主动将未知的信息和存储在头脑中的已知的信息及背景知识联系起来,为认知提供依据,并达到理解新知识的目的。本文就是利用了图式理论的这些作用过程结合视觉语法,对多模态广告进行分析,旨在帮助人们更好,更全面的解读多模态语篇。本文由于作者水平有限,在一些方面的分析研究还存在不足,第一,语法分析的主观性强。第二,与第一个不足之处相关的是各种模态之间的互动关系和互补作用难以确定。该研究也只是对一些平面广告进行研究,只涉及到图式理论的部分内容,如何能够用图式理论更好的解读多种模态及语言符号还需更进一步的探讨。更多还原

【Abstract】 With the rapid development of internet and cultural diversity in our modern society, more and more language symbols spring up in our communication with other people. People communicate with others in more ways in addition to language and texts, for example, they communicate with others through images, sounds, animated drawings, charts, colors, typography and so on. As Hu Zhuanglin puts it, as people step into a new multimodal society where the social symbols decrease, multi-literacy of multimodality should be paid much more attention to. Therefore, we should have an overall understating of the significance of the multimodality, which means that the previous study of analyzing language only can not meet the requirements and a new grammatical system is thus needed to be produced for a better understanding of the multimodal discourse.Under the influence of the multimodality in science technology and mass media, modes of advertisement are also changed in the same way at the same time. Traditional discourse analysis in advertisement is generally devoted to the analysis of texts, while such non-linguistic symbols as sounds, animated drawings and colors are often ignored. Since1990s, based on Halliday’s systematic-functional linguistics, the western scholars began to focus on the non-linguistic symbols of sound, animated drawings and colors instead of the traditional social symbols of language. Visual Grammar by Kress and van Lueewen, the most representative of them, laid a theoretical foundation for analyzing the multimodality in advertisement. Thus, this paper tries to analyze in depth the multimodality in advertisement based on Visual Grammar combined with Schema Theory, and discuss how images (a way of visual communication) interact with linguistic symbols to convey information and meanings, which may help people to understand in many ways all kinds of information and improve their abilities in their understandings of information in a certain degree.Through analyzing the social symbols of mutuality in the images and texts of perfume advertisements, this paper finds that analysis of this kind is more concise, direct and simpler than the traditional ways of analysis. With more highlights and sense of wholeness, the interaction of human beings with objects in an advertisement can achieve the best effect with more meanings. This paper analyzes several perfume advertisements based on Visual Grammar and Schema Theory when combining theoretical studies with corpus analysis, which embodies that the theory is applicable in multimodal discourse and it is better to embody the three metafunctions of Visual Grammar when combining non-linguistic symbols with linguistic symbols. Schema was first put forward by the German Philosopher Kant in1781in his work--The Criticism on the Practical Reason. He thought that only when a person could associate the new thoughts, new information and a new conception with the former information, could he get a real sense of the information. Schema is a way of representation and storage concerning a theme. Schema is what people need to learn and master in a lifetime, a unit of a large amount of knowledge. Different scholars have many different understandings of schema. Cook(1989,1994) thought it as the former knowledge or background information in people’s mind. Pearson thought a schema is an image or imagination of certain information in people’s mind. Rumelhart(1980) thought "Schema is the overall knowledge of a person"," everyone stores all kinds of schema or knowledge in his or her mind." All the above definitions have one thing in common in that schema is a kind of general knowledge of the world, input and then stored in people’s mind. Schema Theory was put forward by the British psychologist Bartlett in1930s. When people understand and absorb information, they need to associate the input information with the known information (or conception). Both the decoding and encoding of the newly-input information will be determined by the existing information schema, frame and network in people’s mind. The input information must be matched with this schema to finish the information processing, a process of taking in information, decoding, recombination and then storing. Texts of advertisement rely a lot on the readers’former precognitive schema. Advertisement is a special text type combining multiple media of characters, sound and images. Therefore, an advertisement is different from scientific texts and literature in that it is centered on readers. In order to arrive at the best result, an advertisement must be targeted at the readers and therefore meet their requirements. In a word, an advertisement must conform to the readers’former cognitive schema. A successful advertisement must attract the target reader’s attention, arouse the readers’interests, gain the readers’recognition and inspire the readers’desire to purchase. Therefore, realization of an advertisement in a large degree depends on the mastery of readers’ schema. As a way of multimodality and social symbols, advertisement can fully motivate people’s former schema in all aspects. Schema Theory reveals the input and output of information from the point view of cognitive psychology. The new information gained from the advertisements of the readers would integrate with the former information, to provide foundation for people’s cognition. This paper will analyze the multi-model advertisements through the interaction process of the schema theory and the visual grammar, aiming at appreciating the multi-model text much better and more comprehensively.For lack of perfect theoretical preparation, this paper may have some defects in some aspects. Firstly, the author may be subjective in grammatical analysis. Secondly, the interaction and supplementary effects of different modals may be hard to define. Above all, this paper is a study of the print ads, only concerning part of the Schema Theory. In future, it still needs further study for a better understanding of multimodality and linguistic symbols by Schema Theory.更多还原