批评性视角下的多模态广告语篇互文性研究

A Study on Intertextuality in Multimodal Advertising Discourse in a Critical Perspective

本文从语境重构理论出发探讨了多模态广告语篇的互文性构建,并集中考察了溯源互文与体裁互文两种互文方式在广告中的多模态实现及其功能。通过对近100多篇广告的分析,我们发现,使用溯源互文的语篇溯源手段大部分为高介入值的"认可",表达对产品的支持。但如果语篇来源为科学研究、科研人员或科研机构,广告则为了表现引文的客观性可能使用中介入值的"承认"。在体裁互文中,广告语篇借助动态媒体的强大再现力重构以爱情、进步、孝心等为主题的社会现实并通过多模态平面媒体重构其他体裁。总体而言,互文性可以削弱广告叫卖本质,增强说服力。

In this paper,we discuss intertextuality in multimodal advertising discourse from the perspective of recontextualization,and center on realization&function of traceability&generic intertextuality in multimodal advertising discourse.Through the analysis to more than 100 advertising discourses,we find that traceability intertextuality mostly constructs high value engagement on‘endorsement’to express support for product.However,if discourses come from scientific research,researcher or scientific research institutions,advertising will use medium engagement on’acknowledge’to show the objectivity of quotation.For generic intertextuality,advertising discourse reconstructs social reality on the topic of love,progress and filial piety etc.with the help of dynamic media’s reproducing force,and reconstructs other genre through multimodal print media.In general,intertextuality may impair the selling nature of advertising but can enhance the persuasive role.