电视公益广告语篇态度意义的认知评价理论分析——以2016年春晚电视公益广告为例

Cognitive Appraisal Theory Analysis of the Attitudes in Television Public Service Advertising

作为功能语言学的重要理论框架,评价理论在21世纪伊始就被引入中国。然而,在十多年的国内发展中,评价理论关注的绝大多数是纯语言文本,对像电视节目、电影等这样的动态多模态语篇几乎没有涉及。然而,在电视等动态多模态语篇中,肢体动作、表情、声音特征等均是实现评价意义的重要符号资源。文章利用在功能符号学和认知、评价理论基础上建构的态度意义多模态分析系统为指导,以2016年春晚公益广告动态语篇为语料进行例证分析,考察了动态多模态语篇中建构态度意义的多种资源,分析了态度意义的诱发条件和表达方式。

The appraisal theory,as an important theory of functional linguistics,has been introduced to China at the beginning of21 st century. During its domestic development,the appraisal theory has largely focused on the language texts,neglecting the attitudes in the dynamic multimodal discourses. However,in the dynamic multimodal discourses,postures,facial expressions,pitches and tones,etc. All serve as primary semiotic tools to construct appraisal. This paper aims to investigate the verbal and visual appraisal resources in television public service advertising and discuss the triggers and consequences of the attitudes by adopting the theoretical framework of multimodal attitudinal analysis,which is based on functional semiotics and cognitive-appraisal theory.