隨著經(jīng)濟(jì)的發(fā)展和綜合國(guó)力的提升,傳統(tǒng)文化及其倡導(dǎo)的道德觀念越來(lái)越受到重視。此外,在中國(guó)人口老齡化日趨嚴(yán)重的形勢(shì)下,孝道在解決養(yǎng)老問(wèn)題上發(fā)揮舉足輕重的作用。弘揚(yáng)傳統(tǒng)孝道精華思想,對(duì)于構(gòu)建和諧家庭,建設(shè)和諧社會(huì),培育愛(ài)國(guó)之情具有重要意義。然而,以往對(duì)孝道的研究大多從倫理學(xué)、歷史學(xué)以及心理學(xué)角度進(jìn)行,很少有學(xué)者從社會(huì)符號(hào)學(xué)視角對(duì)其進(jìn)行分析。目前,越來(lái)越多的“孝”平面公益廣告涌現(xiàn)出來(lái)。該語(yǔ)類是孝道思想通過(guò)圖文傳播的完美范例,成為多模態(tài)話語(yǔ)分析研究的新領(lǐng)域。在社會(huì)符號(hào)學(xué)研究路徑下,國(guó)內(nèi)廣告語(yǔ)篇多模態(tài)話語(yǔ)研究集中于運(yùn)用視覺(jué)語(yǔ)法對(duì)圖像模態(tài)的三種意義進(jìn)行解讀,而較少對(duì)其中某一意義進(jìn)行深入研究。另外,關(guān)于圖像模態(tài)與文字模態(tài)如何“合力”構(gòu)建意義的研究也不夠深入�；诖�,本研究以“孝”平面公益廣告為研究對(duì)象,深入分析互動(dòng)意義是如何通過(guò)圖像模態(tài),文字模態(tài)以及兩者之間的關(guān)系表現(xiàn)出來(lái)的。本研究主要從中國(guó)公益廣告網(wǎng)下載“孝”平面公益廣告。按照嚴(yán)格的篩選標(biāo)準(zhǔn)（圖文模態(tài)共存、圖像模態(tài)有較強(qiáng)可讀性、文字模態(tài)有句子結(jié)構(gòu)）,遴選出66則合格廣告。研究采取定性和定量相結(jié)合的方法。圖像模態(tài)互動(dòng)意義分析從接觸、社會(huì)距離、視角和情態(tài)... 

【文章來(lái)源】：西安外國(guó)語(yǔ)大學(xué)陜西省

【文章頁(yè)數(shù)】：101 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
CHAPTER I INTRODUCTION
    1.1 Research Background
    1.2 Significance of the Present Study
    1.3 Organization of the Thesis
CHAPTER II LITERATURE REVIEW
    2.1 Overview of Filial Piety
        2.1.1 Introduction to Filial Piety
        2.1.2 Previous Studies on Filial Piety at Home
        2.1.3 Previous Studies on Filial Piety Abroad
    2.2 Overview of Multimodal Discourse Analysis
        2.2.1 Definitions of Related Terms
        2.2.2 Previous Studies on Multimodal Discourse Analysis Abroad
        2.2.3 Previous Studies on Multimodal Discourse Analysis at Home
    2.3 Summary
CHAPTER III THEORETICAL FOUNDATIONS
    3.1 Interactive Meanings of Visual Mode
        3.1.1 Contact
        3.1.2 Social Distance
        3.1.3 Perspective
        3.1.4 Modality
    3.2 Interpersonal Meanings of Verbal Mode
        3.2.1 Mood System
        3.2.2 Modality System
        3.2.3 Person System
    3.3 Interactive Meanings of Visual-Verbal Relations
    3.4 Analytical Framework for the Study
    3.5 Summary
CHAPTER IV METHODOLOGY
    4.1 Research Questions
    4.2 Data Collection
    4.3 Research Procedure
CHAPTER V AN ANALYSIS OF INTERACTIVE MEANINGS OF PSAFPS
    5.1 An Analysis of Interactive Meanings of Visual Mode of PSAFPs
        5.1.1 Contact
        5.1.2 Social distance
        5.1.3 Perspective
        5.1.4 Modality
        5.1.5 Summary
    5.2 An Analysis of Interpersonal Meanings of Verbal Mode of PSAFPs
        5.2.1 Mood System
        5.2.2 Modality System
        5.2.3 Person System
        5.2.4 Summary
    5.3 An Analysis of Interactive Meanings of Visual-Verbal Relations of PSAFPs
CHAPTER VI CONCLUSION
    6.1 The Major Findings
    6.2 Limitations and Suggestions for Future Researches
REFERENCES
APPENDIX



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