对视频语篇的多模态话语分析——以一则企业形象电视广告为例被引量：36

An Analysis of Multimodal Video Discourses:Taking a Corporate Television Advertisement as an Example

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摘要动态多模态视频语篇是近年来多模态语篇研究者面临的一大挑战,运用建立在系统功能语言学理论背景下的多模态话语分析方法,探讨了对动态多模态视频语篇分析的理论框架和转录模板,然后基于此对一则企业形象电视广告进行转录和分析,阐释了视觉模态和听觉模态在企业形象构建中的作用,以及各种模态和符号如何相互关联共同实现语篇的整体意义。 Dynamic multimodal discourse analysis remains a major challenge for discourse analysts. Based on research in systemic functional approaches to mnltimodal discourse analysis（SF-MDA） , the paper develops an analytical framework for transcription and analysis of dynamic video discourses. Taking a corporate television advertisement as an example, it has undertaken a detailed analysis of the contributions of visual and audio modes and their interactions with each other in order to explore the construction of corporate image as well as intricacies of meaning-making processes in the dynamic video discourse.

作者姚银燕陈晓燕

机构地区广东外语外贸大学英语教育学院华南师范大学外国语言文化学院

出处《外国语文》北大核心 2013年第1期86-91,共6页 Foreign Languages and Literature

基金华南师范大学青年教师科研培育基金项目"基于语料库的电子商务语篇研究"的成果之一

关键词多模态话语分析视频语篇企业形象电视广告 SF- MDA video discourse corporate television advertisement

分类号 H030 [语言文字—语言学]

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