摘要
以德国网络媒体中房地产平面广告作为语料,基于多模态话语分析理论和视觉语法中的互动意义,分析房地产广告在图像模态和文本模态互动意义的建构方式,并从文化层面阐释了构建的动因。该研究为多模态话语分析提供了更多实证依据。
Using real estate print advertisements in German online media as corpus,based on multimodal discourse analysis theory and interactive meaning in visual grammar,this paper analyzes the construction methods of interactive meaning in image and text modes of real estate advertisements,and explains the motivations for construction froma cultural perspective.This study provides more empirical evidence for multimodal discourse analysis.
作者
黄新伟
殷辉
HUANG Wei-xin;YIN Hui(School of Foreign Studies,Hefei University,Hefei 230601,China;School of Finance and Management,Hefei University,Hefei 230601,China)
出处
《遵义师范学院学报》
2023年第4期80-83,98,共5页
Journal of Zunyi Normal University
基金
合肥学院科研发展基金重点项目“多模态视角下中德房地产广告对比研究”(项20RW07ZDB)。
关键词
德国房地产广告
多模态话语分析
互动意义
German real estate advertising
multimodal discourse analysis
interactive meaning
