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多模态分析可以完整地展现多模态话语的意义,目前很少有研究专门分析多模态平面广告中的人际意义。以系统功能语法为基础,论文提出多模态房地产平面广告人际意义的分析框架。以此为理论基础,论文采用定性与定量相结合的方法,分析48个国内房地产多模态平面广告。旨在探讨房地产广告人际意义系统、人际意义项目的选择特征以及其背后的原因。
Abstract：Even though multimodality text analysis can fully demonstrate meanings, the data show that few researchers explore its interpersonal meanings in multimodality advertisements from this perspective. Grounded on Halliday's functional grammar, this paper proposes a framework, using qualitative and quantitative method, to analyze 48 pieces of Chinese real estate advertisements. This paper(1) investigates how the advertisements make choices in the framework,(2) examines the general tendency in expressing interpersonal meaning, and(3) discusses reasons for the tendency in multimodality advertisements.
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基本信息:
DOI：10.13564/j.cnki.issn.1672-9382.2014.04.007
中图分类号:H05
引用信息:
[1]侯建波.房地产广告的多模态人际意义研究[J].中国外语,2014,11(04):48-53.DOI:10.13564/j.cnki.issn.1672-9382.2014.04.007.
基金信息:
教育部人文社会科学研究规划基金项目“电视新闻话语的跨学科研究”(项目编号:12YJAZH030)的阶段性成果