[1]潘艳艳.多模态认知批评视阈下的中美征兵平面广告对比研究[J].浙江外国语学院学报,2020,(01):61-71.
 PAN Yanyan.A Comparative Study of Recruitment Advertisements Between China and the United States from the Perspective of Multimodal Cognitive Critical Analysis[J].,2020,(01):61-71.
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《浙江外国语学院学报》[ISSN:/CN:]

卷:
期数:
2020年01期
页码:
61-71
栏目:
语言学及应用语言学
出版日期:
2020-06-20

文章信息/Info

Title:
A Comparative Study of Recruitment Advertisements Between China and the United States from the Perspective of Multimodal Cognitive Critical Analysis
作者:
潘艳艳
(江苏警官学院 基础课教研部,江苏 南京210031)
Author(s):
PAN Yanyan
(Department of Teaching and Research of Basic Courses, Jiangsu Police Institute, Nanjing 210031, China)
关键词:
国防话语征兵平面广告隐喻转喻
Keywords:
national defense discourse recruitment advertisements metaphor metonymy
文献标志码:
A
摘要:
文章从多模态认知批评视角对比分析中美征兵平面广告,揭示两者在传播内容、叙事策略和符号资源组合形式上的差异。研究发现:1)中美征兵平面广告在传播内容上有差异,两者对军人使命、待遇、价值观、心理健康等方面有不同程度的强调;2)中美征兵平面广告运用了不同的叙事策略,中国采取的是“家国式”传播策略,而美国则是“公司制”传播策略;3)中美征兵平面广告在符号资源组合形式上存在差异,如海报的拍摄视角等。文章认为,中国征兵不仅是一项政治性活动,更是一个展现军人形象和军队战斗力的平台,需要根据时代特征和受众阅读特点不断调整传播内容、叙事策略和符号资源组合形式,从而更好地建构大国形象。
Abstract:
Abstract: This study applies theory of Social Semiotics and metaphor and metonymy to a comparative analysis of recruitment advertisements in China and the United States to reveal their communication strategies. The study shows that: 1) there are differences between China and the United States in the content of conscription communication, with different emphasis on the mission, treatment, values and mental health of soldiers; 2) there are different communication strategies between China and the United States, with China adopting a “paternalistic” communication strategy while the United States a “corporate” communication strategy; 3) there are differences between China and the United States in the combination of semiotic resources, such as the perspectives in shooting posters. The study points out that recruitment advertisements are not only a way of publicity, but also a platform to construct military image and show combat effectiveness. Only by constantly adjusting the communication strategies according to the characteristics of the times and the audience’s reading habits, can the image of a rapidly rising power be fully displayed.
更新日期/Last Update: 2020-07-01