[1]李颖,刘昕. 从多模态话语分析视角看广告语言的映像象似性 [J].西安建筑科技大学学报(社会科学版),2012,31(02):81-85.
　Li Ying,Liu Xin. On the Imagic Iconicity of Advertising English——From the perspective of multimodal discourse analysis[J].Journal of Xi’an University of Architecture & Technology(Social Science Edition),2012,31(02):81-85.
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 从多模态话语分析视角看广告语言的映像象似性
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西安建筑科技大学学报（社会科学版）[ISSN:1008-7192/CN:61-1330/C]

卷:
31
期数:
2012年02期
页码:
81-85
栏目:
出版日期:
1900-01-01

文章信息/Info

Title:
 On the Imagic Iconicity of Advertising English——From the perspective of multimodal discourse analysis
文章编号:
1008-7192(2012)02-0081-05
作者:
 李颖;刘昕
 (中南民族大学 ，湖北 武汉430070)
Author(s):
 Li Ying ;  Liu Xin
 ( S. Cent. Univ. Nationalities，Wuhan 430070， China)
关键词:
 ; 广告语言; 多模态性; 映像象似; 批评话语分析
Keywords:
 ; advertising English;  multimodality;  imagic iconicity;  critical analysis
分类号:
H0-05
文献标志码:
A
摘要:
 语言的象似性指语言的表达形式与其表达的内容之间有某种象似关系。在广告英语中,映像象似性广泛存在于语言的音系、排版、字体等多模态手段中,是人们有意识使用的一种手段。搜集大量21世纪以来的品牌广告语料,试图通过多模态话语分析理论对英语广告中映像象似原则及其功能进行较为全面的分析,从而说明映像象似性理论在广告语言中的恰当运用,并证明认知语言学的相似性与功能语言学的多模态话语分析相结合的新领域研究方向。

Abstract:
 Iconicity, an essential part of cognitive linguistics, regards there exists an inherent connection between linguistic form and content. In advertising English, the multimodality elements of sound patterns、form arrangement、graphological forms and etc. are purposely used to reflect imagic iconicity. This thesis attempts to analyze the significance of the theory of iconicity in creating advertising English. And hopefully, it is intended to elaborate the nature of language in the perspective of the multimodality theory in the hope of giving a critical analysis of the iconic nature of language as well as gaining a blending of structural and functional as a new way to explore advertising language.

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备注/Memo

备注/Memo:
 基金项目: 中南民族大学基本科研业务费专项资金项目;; 第三批中央高校基本科研业务费专项资金项目(CSQ11022)

更新日期/Last Update: 2015-08-05