化妆品宣传海报的多模态话语分析

Multimodal Discourse Analysis of Cosmetic Posters

By Bi Lanjing

In partial fulfillment of the requirement

For the B. A. degree

Department of English

School of Language and Culture

Nanjing University of Information Science and Technology

June, 2017

Acknowledgements

I feel grateful to my supervisor, Professor Zheng Youqi, for his guidance and suggestions on my thesis during the process of writing. Whenever I meet questions, he would help me patiently and kindly. Otherwise, I wouldn’t have completed my thesis without his help. Next, I’d like to express my sincere gratitude to all the teachers in the four years study who offered me a lot of valuable knowledge and suggestions. Lastly, I would like to thank my friends and classmates for their enthusiastic help and advice.

Contents

1. Introduction 1

2. Literature Review 2

3. Multimodal Discourse Analysis 3

3.1 Theoretical Foundation 3

3.1.1 Systemic-functional Grammar 3

3.1.2 Visual Grammar 3

3.2 The Origin and Development of Multimodal Discourse Analysis 4

3.3 Main Points of Multimodal Discourse Analysis 4

4. Multimodal Discourse Analysis of Two Cosmetic Posters 4

4.1 Analysis of Different Semiotic Modes in Cosmetic Posters 5

4.1.1 Text Symbol 5

4.1.2 Image Symbol 6

4.1.3 Color Symbol 6

4.2 The Relation Between Verbal and Visual Modalities in Cosmetic Posters 7

4.3 The Representational Meaning 7

4.4 The Interactive Meaning 8

4.4.1 Gaze 8

4.4.2 Social Distance 9

4.4.3 Perspective 9

4.4.4 Modality 10

4.5 The Compositional Meaning 10

4.5.1 Information Value 10

4.5.2 Salience 10

4.5.3 Framing 11

5. Conclusion 11

References 13

Multimodal Discourse Analysis of Cosmetic Posters

Bi Lanjing

Department of English

School of Language and Culture

Nanjing University of Information Science amp; Technology

Abstract: Commodity poster is an important way of propaganda which makes connections between text and image. Based on this，this paper selects some cosmetic posters as corpus to analyze the characteristics and functions of verbal and visual elements in discourse. Then, it aims at exploring the relationship between these semiotic modes which cooperate with each other to form a complete meaning. And the focus of this paper is to analyze the representational meaning, interactive meaning and compositional meaning of the two cosmetic posters. At last, it makes a conclusion about its major findings. Texts, images and colors are all resources that can construct discourse meaning and each of them has a unique function. This not only provides people with a new perspective to appreciate posters, but also helps them completely understand the meaning of discourse.

Key words: cosmetic posters; semiotic modes; discourse; multimodal discourse analysis

摘要：图文并茂的商品海报是一种重要的宣传方式。基于此，本文选取了一些著名化妆品品牌的宣传海报作为语料，探究包括文字、图像、色彩等符号系统在海报宣传中的特点和作用以及各模态是如何相互配合从而构成完整的语篇意义。接着文章将重点放在阐述化妆品海报的再现意义，互动意义和构图意义上。最后总结了对化妆品宣传海报进行多模态话语分析的重要结论。研究发现，文本、图像和色彩都是构造语篇意义的资源，且各自有着独特的功能。这不仅为读者提供了新的视角去欣赏海报，而且有助于他们完整地理解语篇意义。

关键词：化妆品海报；符号模态；语篇；多模态话语分析

1. Introduction

In graphic design, poster design is an important part. Poster is a relatively popular carrier of advertising. According to its purpose and nature, it is divided into two categories that are public posters and commercial posters. Commercial posters are characterized by large size and strong visual effect. They need to attract readers in a short time, so readers are willing to continue to stay and become interested in them. Text and image are essential in the process of designing good posters. Text can be more intuitive to convey main information compared with image, while image transmits information faster and more vivid. Nowadays, posters always combine the advantages of image and text, so readers can know information directly. Good posters can inspire people's inner feelings and achieve good propaganda effect.

Multimodal discourse analysis appeared at the end of the last century, and many foreign linguists have made a lot of contributions to it. But this theory is just in the initial stage of development in China. At present, most of the studies on cosmetic posters are conducted from the perspective of aesthetics. However, the number of people who appreciate the cosmetic poster from the linguistic point of view is very small. Because text, image and color are the most basic elements of posters, the multi-modal discourse analysis of cosmetic posters is feasible and valuable.

Multimodal discourse analysis is a new theory, so it is worth exploring. And this thesis selects several cosmetic posters from website and Micro Blog which are suitable for this research. Based on the Visual Grammar, it analyzes the characteristics and functions of different semiotic modes and explores how they cooperate with each other to form complete discourse meaning. The focus of this paper is to analyze the representational meaning, interactive meaning and compositional meaning of these two cosmetic posters.

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