| 摘要: |
| 目的 对比分析伊利和蒙牛包装广告的意义构建及前景化的文体特征。方法 基于多模态功能文体学的理论框架，从包装广告的正面和背面分析文字、图像、色彩和布局4种模态的意义表征及前景化多模态文体特征，并结合包装广告所处的情景语境和文化语境对多模态文体特征的动因进行阐释。结论 借助研究文字、图像、色彩、布局等多种模态和相应的模态关系，了解到伊利的正面与背面共同传达了活泼健康的奶牛带来营养丰富的纯牛奶的整体意义；蒙牛的正面和背面共同表达了每一滴纯牛奶都纯正营养的整体意义。就前景化的文体效果而言，伊利更多地考虑了顾客的心理，它的文体效果比蒙牛更为突出。情景语境和文化语境的分析表明，伊利比蒙牛更好地实现了与情景语境和文化语境的顺应。 |
| 关键词: 包装广告 多模态文体学 意义建构 |
| DOI：10.19554/j.cnki.1001-3563.2019.06.016 |
| 分类号:TB482 |
| 基金项目:河南省民办教育协会课题（HMXL-20180356）；西安外国语大学校级重点科研项目（18XWA02） |
|
| Comparative Study on Packaging Advertisements from the Perspective of Multimodal Stylistics |
|
SONG Kai-ge1, LEI Qian2
|
|
1.School of Foreign Languages, Shangqiu University, Shangqiu 476000, China;2.School of English Studies, Xi’an International Studies University, Xi’an 710128, China
|
| Abstract: |
| The paper aims to comparatively analyze the meaning constructions and foregrounding stylistic features in the packaging advertisements of Yili and Mengniu. Based on the framework of multimodal functional linguistics, it explored the meaning representations and foregrounding multimodal stylistic features of verbal mode, image, color and layout from both the front side and the back side. And those multimodal stylistic features were explained by the situational context and the cultural context. It is found that with different modes and modal relationships, Yili succeeds in constructing a total meaning that a strong and healthy cow produces the nutritious and pure milk, while Mengniu expresses a total meaning that every drop of its milk is pure and nutritious. In terms of stylistic effects, Yili, paying more attention to the customers’ minds, has more prominent effects than those of Mengniu. The analysis on context of situation and culture shows that, compared with Mengniu, Yili caters more to the situational context and the cultural context. |
| Key words: packaging advertisement multimodal stylistics meaning construction |
