多模态视阈下的福建形象构建——以英文版福建形象宣传片为例
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摘要
从《解读视觉叙事:儿童图画书的图像分析》的理论框架看,多模态视角下的英文版福建形象宣传片中的福建形象呈现为四方面:自然与人文交融的生态之区,拼搏与开放并进的创新之都,传统与现代融合的海上丝绸之路,现实与梦想碰撞的福人之地。从概念意义、人际意义和组篇意义三方面对其进行多模态建构的分析,可以帮助观众理解此宣传片是如何通过设计人物、事件、背景、聚焦、颜色、图文布局、取景等符号元素,调控观众的情感,最大程度地吸引观众。图像概念意义的识读可以帮助观众理解其人际意义,而组篇意义有助于理解概念意义和人际意义,因此分析多模态语篇要将三者有机结合起来。
Based on the theoretical framework of the book Reading Visual Narratives: Image Analysis of Children's Picture Books,the image of Fujian in the English version of the Fujian publicity film is presented in four aspects from the multimodal perspective: the ecological zone where humanity is integrated with nature,the innovational region of struggle and openness,the maritime silk road of tradition and modernity,a land of blessings where reality collides with dreams. The analysis of this film's multimodal construction from three aspects of the representational meaning,interpersonal meaning and compositional meaning can help the audience understand how it is designed by characters,events,backgrounds,highlights,colors,graphic layouts,framing and other symbols to stimulate the emotions of the audience and attract the audience to the greatest extent.The representational meaning of the image helps the audience understand its interpersonal meaning,while its compositional meaning is conducive to understanding the representational meaning and interpersonal meaning,so the three must be integrated to analyze the multimodal discourse.
Based on the theoretical framework of the book Reading Visual Narratives: Image Analysis of Children's Picture Books,the image of Fujian in the English version of the Fujian publicity film is presented in four aspects from the multimodal perspective: the ecological zone where humanity is integrated with nature,the innovational region of struggle and openness,the maritime silk road of tradition and modernity,a land of blessings where reality collides with dreams. The analysis of this film's multimodal construction from three aspects of the representational meaning,interpersonal meaning and compositional meaning can help the audience understand how it is designed by characters,events,backgrounds,highlights,colors,graphic layouts,framing and other symbols to stimulate the emotions of the audience and attract the audience to the greatest extent.The representational meaning of the image helps the audience understand its interpersonal meaning,while its compositional meaning is conducive to understanding the representational meaning and interpersonal meaning,so the three must be integrated to analyze the multimodal discourse.
引文
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[5]刘浩霞,胡杨,杨金华.多模态隐转喻视阈下城市形象构建:以南宁城市宣传片为例[J].阜阳师范学院学报(社会科学版),2018(2):58-62.
[6]BARTHES R. The retoric of the image[M]. London:Fontana,1997:87.
[7]KRESS G,van LEEUWEN T. Reading images:The grammar of visual design[M]. London:Routledge,1996:38.
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[9]PAINTER C,MARTIN J R,UNSWORTH L. Reading visual narratives:Image analysis of children’s picture books[M]. London:Equinox,2013.
[10]梁兵,蒋平.旅游语篇多模态话语分析与中国文化对外传播[J].外语学刊,2015(2):155-158.
[11]李德志.广告类超文本多模态的视觉语法分析[J].外语学刊,2013(2):7-11.
[2]FLOWERDEW J. The discursive construction of a world-class city[J]. Discourse and Society,2004(5):579-605.
[3]田海龙,沈长智.多语旅游环境建构与旅游资源价值提升[J].天津商业大学学报,2008(1):43-47.
[4]何少娴,尤泽顺.“海丝”话语中的福建区域形象:修辞构建与效果评估[J].福建农林大学学报(哲学社会科学版),2016(4):108-112.
[5]刘浩霞,胡杨,杨金华.多模态隐转喻视阈下城市形象构建:以南宁城市宣传片为例[J].阜阳师范学院学报(社会科学版),2018(2):58-62.
[6]BARTHES R. The retoric of the image[M]. London:Fontana,1997:87.
[7]KRESS G,van LEEUWEN T. Reading images:The grammar of visual design[M]. London:Routledge,1996:38.
[8]冯德正.视觉语法的新发展:基于图画书的视觉叙事分析框架[J].外语教学,2015(3):23-27.
[9]PAINTER C,MARTIN J R,UNSWORTH L. Reading visual narratives:Image analysis of children’s picture books[M]. London:Equinox,2013.
[10]梁兵,蒋平.旅游语篇多模态话语分析与中国文化对外传播[J].外语学刊,2015(2):155-158.
[11]李德志.广告类超文本多模态的视觉语法分析[J].外语学刊,2013(2):7-11.