文献类型：期刊文献

中文题名：多模态广告的互文分析

英文题名：An Analysis of Multi-modal Advertisement Intertextuality

作者：张伟[1,2]

机构：[1]福建师范大学;[2]广东海洋大学文学院

年份：2017

卷号：0

期号：6

起止页码：45

中文期刊名：广告大观（理论版）

外文期刊名：Journal of Advertising Study

语种：中文

中文关键词：广告;互文性;辞格;多模态

外文关键词：Advertisement Intertextuality Figure of speech Multi-modal

中文摘要：广告是商品营销的一种有效手段,网络语境下的广告语多以文字模态和图像模态的形式呈现。以往对广告语的研究多侧重于修辞、语用、语法等方面。运用互文性理论,分析多模态广告的生成机制,可对广告制作有一定的启发意义。多模态广告主要体现了篇际互文和显性互文,其中篇际互文表现在体裁互文、主题互文和人际互文三个方面,显性互文体现在语言的"越界"方面。

外文摘要：The advertisement is an effective means of merchandise marketing. In the context of network, advertising slogans are presented in the form of text modality and image modality. In the past, the study of advertising language focused on rhetoric, pragmatics, grammar and so on. The use of intertextuality theory and the analysis of the formation mechanism of multi-modal advertisements, can be certain inspiration to the ad production. The multi-modal advertisements mainly reflect intertextuality in advertising discourse and manifest intertextuality. The intertextuatity in advertising discourse is expressed in the genre intertextuality, theme intertextuality and interpersonal intertextuality. Manifest intertextuality is embodied in the ＂cross-border＂ aspect of language.