本書(shū)以社會(huì)符號(hào)學(xué)理論為基礎(chǔ), 融合話語(yǔ)分析領(lǐng)域的研究成果, 系統(tǒng)闡述了多模態(tài)批評(píng)話語(yǔ)分析理論的演變過(guò)程, 介紹了相關(guān)概念和研究的方法; 以電視競(jìng)選廣告為研究語(yǔ)料, 全面分析了競(jìng)選廣告的多模態(tài)話語(yǔ)特征以及多種模態(tài)符號(hào)在意義構(gòu)建方面所發(fā)揮的互補(bǔ)和延伸作用; 從認(rèn)知語(yǔ)言學(xué)的角度分析西方競(jìng)選廣告在符號(hào)形式構(gòu)建和符號(hào)認(rèn)知兩方面所做的選擇, 揭示“意義潛勢(shì)”背后所隱藏的權(quán)利、意識(shí)和話語(yǔ)三者之間的內(nèi)在關(guān)系。
Chapter Ⅰ Introduction
1.1 Background of the Study
1.2 Research Purpose
1.3 Significance of the Research
1.4 Statement of the Problems
Chapter Ⅱ Review of Related Literature
2.1 Social Semiotic Foundation
2.2 Sapir-Whorf Hypothesis
2.3 From CDA to MCDA
2.4 Modes Contributing to Meaning-making
Chapter Ⅲ Televised Political Advertising
3.1 Political Advertising
3.2 American General Election Campaign Advertising
Chapter Ⅳ Theoretical Framework
4.1 Benoit's Functional Approach to Political Discourse
4.2 Systemic-functional Grammar
4.3 Visual Grammar
4.4 Image-text Relations
4.5 Research Paradigm of the Study
Chapter Ⅴ Research Methodology
5.1 Research Design
5.2 Corpus of the Study
5.3 Data Gathering Procedures
5.4 Encoding and Decoding of Data
5.5 Statistical Instrument
Chapter Ⅵ Distribution of Verbal and Visual Modes
6.1 Functional Distribution of Corpus
6.2 Verbal Modes Analysis
6.3 Visual Modes Analysis
Chapter Ⅶ Meaning-making in Verbal-visual Interaction
7.1 Meaning-making in Ideational Function
7.2 Meaning-making in Interpersonal Function
7.3 Meaning-making in Interactive Function
7.4 Interaction Between Verbal and Visual Modes
7.5 Extension on Interpersonal Meaning
7.6 Ideology and Power in Visual-verbal Interactions
Chapter Ⅷ Conclusion
8.1 Contribution of the Study
8.2 Recommendations
References
Appendices
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