[1]余忆萍,李勇忠.双重视阈下多模态语篇的动态构建——以两则可乐广告为例[J].江西师范大学学报(哲学社会科学版),2016,(04):127-132.
 YU Yiping,LI Yongzhong.The Dynamic Construction of Multimodal Text From Two Combined Perspectives——Taking Two Cola Advertisements as Examples[J].,2016,(04):127-132.
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双重视阈下多模态语篇的动态构建——以两则可乐广告为例()
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《江西师范大学学报》(哲学社会科学版)[ISSN:1006-6977/CN:61-1281/TN]

卷:
期数:
2016年04期
页码:
127-132
栏目:
出版日期:
2016-08-01

文章信息/Info

Title:
The Dynamic Construction of Multimodal Text From Two Combined Perspectives——Taking Two Cola Advertisements as Examples
作者:
余忆萍 李勇忠
江西师范大学 外国语学院,江西 南昌 330022
Author(s):
YU Yiping LI Yongzhong
Foreign Languages College,Jiangxi Normal University,Nanchang,Jiangxi 330022,China
关键词:
多模态语篇 多模态隐喻 视觉语法 意义构建 广告
Keywords:
multimodal text multimodal metaphor visual grammar meaning construction advertisement text
分类号:
H315
文献标志码:
A
摘要:
在当代多媒体发展浪潮的助推下,以视觉图文为主导的超文本意义表征正逐渐成为学界关注的焦点。系统功能语法下的视觉语法有着较为系统的理论框架,能够清晰呈现图像元素构建的语义关系。多模态隐喻认知机制自上而下地识解图像,反映图文信息的概念化过程。基于此,以两则可乐广告为例,将视觉语法与模态隐喻相结合,以期较为全面地解读多模态语篇的动态意义构建。
Abstract:
Boosted by the surging development of modern multimedia,the meaning presentation of multimodal text based on the combination of words and other symbols,especially visual images,becomes much more engaging and valued.The architecture of visual grammar rooted in systematic-functional grammar can clearly represents the semantic relations constructed via the interaction between image elements.Meanwhile,multimodal metaphor provides top-down cognitive mechanism for the conceptualization of the multimodal information.Hence,taking two business advertisements as examples,this paper focuses on the meaning interpretation of multimodal text from the combined perspective of visual grammar and multimodal metaphor.In this way,an appropriate and comprehensive understanding of multimodal text could be achieved to some extent.

参考文献/References:

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备注/Memo

备注/Memo:
收稿日期:2016-03-11基金项目:教育部人文社会科学研究规划项目“多模态语篇的认知叙事学研究”(编号:13YJAZH049)作者简介:余忆萍(1992-),女,江西都昌人,江西师范大学硕士研究生。研究方向为认知语言学、多模态隐喻。李勇忠(1969-),男,江西南康人,博士,江西师范大学教授。研究方向为认知语言学、话语分析。
更新日期/Last Update: 1900-01-01