对汽车广告语篇的多模态话语分析-外国语言学及应用语言学专业论文.docxVIP

IV万方数据 IV 万方数据 Abstract Discourse analysis has been widely researched since 1950s. Studies in this field have been used in the explorations of different kinds of discourses such as advertisements, dramas, files of corporations and documents issued by governments. These researches lay importance on linguistic phenomena such as phonology, semantics and linguistic structures. Among the many theories of discourse analysis, Systemic Functional Grammar introduced by Halliday gets most attention and is still widely applied to different studies. However, with the development of science, technology and internet, means of communication are not only realized by language but also other modes such as sound, image, color and cartoon. With the increasing usage of new communication modes, traditional discourse analysis, focusing on language only, is not enough for further exploration. Under such circumstances, multimodal discourse analysis is introduced in the 1990s. Linguists take Halliday’s Systemic Functional Grammar as a basis and pay attention to the study of other modes. Multimodal discourse analysis is a supply and development of traditional discourse analysis. Advertisements, a useful way to transmit information, play a major role in our daily lives. Among different types of advertisements, printed advertisements are the primary choice of a producer for they are concise and explicit. One obvious characteristic of printed advertisements is that they are multimodal discourses with lines, images, colors and so on. This paper chooses automobile advertisements as subject for exploration since the amount of automobile advertisements increases along with the increasing selling of automobiles. The data of this paper are all taken from a famous car magazine, Auto Magazine. As pioneer in automobile magazine, Auto Magazine provides readers with the latest news about cars and has the largest sales in China. With Halliday’s Systemic Functional Grammar as well as the Visual Grammar of K