NGỮ PHÁP HÌNH ẢNH TRONG DIỄN NGÔN QUẢNG CÁO TIẾNG VIỆT

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Tác giả: Loan Bùi Thị Kim

Ngôn ngữ: vie

Ký hiệu phân loại:

Thông tin xuất bản: Tạp chí Nghiên cứu Nước ngoài, 2022

Mô tả vật lý: tr.51-62

Bộ sưu tập: Metadata

ID: 337403

Thêm vào giỏ Liên kết toàn văn

Người viết quảng cáo tiếng Việt kết hợp ngôn ngữ và hình ảnh nhằm giúp truyền đạt nội dung quảng cáo đến người đọc. Tuy nhiên, việc sắp xếp hình ảnh cùng với các yếu tố phi ngôn ngữ khác cũng cần phải tuân thủ những qui tắc nhất định do sự khác biệt về văn hóa. Bài báo sử dụng lý thuyết về ngữ pháp hình ảnh của Kress và Leeuwen (1996, 2006) để tìm hiểu cách người viết quảng cáo tiếng Việt trình bày thông tin quảng cáo có sử dụng hình ảnh để thuyết phục người đọc mua sản phẩm hoặc sử dụng dịch vụ. Kết quả phân tích bố cục hình ảnh của 400 diễn ngôn quảng cáo tiếng Việt đã chỉ ra người viết quảng cáo sử dụng ba bình diện của thiết kế bố cục hình ảnh như khung, giá trị thông tin và sự nổi bật để góp phần tạo nghĩa cho diễn ngôn quảng cáo cùng với ngôn ngữ. Kết quả nghiên cứu của bài báo góp phần làm sáng tỏ về tính ứng dụng của lý thuyết ngôn ngữ học chức năng hệ thống, cụ thể là ngữ pháp hình ảnh trong các nghiên cứu liên ngành. Kết quả nghiên cứu sẽ giúp ích cho những ai đang nghiên cứu lý thuyết thiết kế hình ảnh kết hợp với ngôn ngữ để tạo nghĩa cho diễn ngôn quảng cáo.Vietnamese copywriters combine languages and images to convey the contents of advertisements to readers. However, the arrangement of images along with other non-linguistic factors follows certain rules due to cultural differences. The paper uses the theory of Kress and Leeuwen’s (1996, 2006) visual grammar so as to find out how Vietnamese copywriters present the contents of advertisements to persuade the readers to buy advertised products or use advertised services. The findings from the layout analysis of 400 Vietnamese advertising posters indicated that the Vietnamese copywriters utilized three aspects of layout design such as framing, information value and salience to contribute to making meaning for the advertising discourse and language. The findings of the paper help clarify the application of theory of systemic functional linguistics, particularly visual grammar in daily communication and interdisciplinary studies. The findings are also beneficial to those who study image design together with language to construe meaning for the advertising discourse.

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