| 模态协同性与多模态语篇意义构建——以产品展示为例 |
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| 引用本文： | 侯雁慧. 模态协同性与多模态语篇意义构建——以产品展示为例[J]. 武汉市经济管理干部学院学报, 2014, 0(4): 63-66 |
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| 作者姓名： | 侯雁慧 |
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| 作者单位： | 辽宁对外经贸学院,辽宁 大连,116052 |
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| 基金项目： | 辽宁对外经贸学院优秀人才支持计划资助。 |
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| 摘 要： | 在多模态语篇中,每种模态都有其不同的意义表达方式,模态之间的关系影响着整体意义的构建。本文酷狗7产品展示为例,探讨该类体裁中多种符号模态如何协调互补,共同参与意义构建。研究发现图与文、颜色、声音都是产品展示的有机组成部分,聚合产生＂合力＂,共同参与意义表达从而影响消费者的意识形态,最终实现其宣传并说服顾客购买产品的目的。
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| 关 键 词： | 多模态语篇 协同性 意义构建 产品展示 |
On the Synergy of Different Modes and Meaning Construction in Dynamic Multimodal Discourse:Taking Product Presentation Multimodal Discourse as an Example |
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| HOY Yan-hui. On the Synergy of Different Modes and Meaning Construction in Dynamic Multimodal Discourse:Taking Product Presentation Multimodal Discourse as an Example[J]. Journal of Wuhan Economic Administration Cadre's College, 2014, 0(4): 63-66 |
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| Authors: | HOY Yan-hui |
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| Affiliation: | HOY Yan-hui (School of Foreign Studies, Liaoning University of International Business and Economics, Dalian,116052,China) |
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| Abstract: | Every semiotic mode in multimodal discourses has its own special way to express meaning and the re- lationship between different modes has an effect on meaning construction. The present article is intended to investi- gate the synergy of different modes by taking product presentation multimodal discourse of Kugou 7 as an example.It is found that multiple semiotic modes such as language, image, sound and color are components of product presentation and the works together to construct meanings and motivates consumers＇ purchase desire,which helps persuade con- sumers to purchase the products. |
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| Keywords: | multimodal discourse synergy meaning construction product presentation |
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