认知语用学视域下的多模态话语分析理论建构——以麦当劳广告为例

On Theoretical Framework Construction for Multimodal Discourse Analysis from the Perspective of Cognitive Pragmatics with McDonald’s Advertising as an Example

多模态研究的各种理论虽有其各自优势,但都只聚焦一个侧面,即多模态隐喻理论只能解释隐喻,而视觉语法只能解释排列组合,因此它们只能解释一部分现象,略显零散。以认知语用学为基础的关联理论作为基础,用麦当劳广告为例,剖析关联理论与其它理论在解释多模态方面如何实现优势互补,并尝试论证为多模态话语分析搭建一个相对综合的分析框架的可能性。研究发现,以关联理论为基础构建一个综合的多模态话语分析理论框架模型,更具优越性。

Various theories of multimodal research,with their own theoretical strengths,all focus on one particular aspect of the whole multimodal phenomenon.For example,multimodal metaphor theory concentrates on metaphors,and visual grammar theory only cares about the representation and composition of visual images.Taking relevance theory as the basis and McDonald’s advertising as a case study,this paper endeavors to analyze how relevance theory and other multimodal theories can complement each other in explaining multimodality,so as to demonstrate the possibility of building a relatively integrated analytical framework for multimodal discourse analysis.The study finds that it is superior to build a comprehensive theoretical framework for multimodal discourse analysis based on relevance theory.