Analysis of Advertisements by Yus’ Verbal-Visual Model

Chenlu Zeng, F. Guo
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Abstract

Francisco Yus proposed a verbal-visual (VV) model for analyzing media discourse based on Relevance Theory in 1997. This paper gives an introduction to Yus’ VV model and then applies the model to analyze three advertisements with the VV model’s four parameters of communication: exchange, message, intentionality, and efficiency. Yus’ VV model successfully captures all possible interpretive categories of the selected advertisements. The study finds that the first selected ad has one communication layer—spectator-oriented communication—and is intentionally conveyed non-verbally to readers. The second ad has two communication layers—character-oriented and spectator-oriented communication. The author intentionally conveys the message to readers both verbally and non-verbally. The last ad has one communication layer—spectator-oriented communication. The author intentionally uses non-verbal communication with the readers. For all three ads, the reader may have maximal or minimal interpretive efficiency based on individual differences. This study analyzes advertisements at different levels of communication from a cognitive perspective. Currently, few studies do so. And this study provides a reference for the analysis of media discourse under the framework of relevance theory.
用余氏语言视觉模型分析广告
Francisco Yus于1997年基于关联理论提出了媒介话语的言语-视觉(VV)模型。本文首先介绍了yu的VV模型,然后运用该模型对三个广告进行了分析,其中VV模型包含了四个传播参数:交换、信息、意向性和效率。yu的VV模型成功地捕获了所选广告的所有可能的解释类别。研究发现,第一个选择的广告有一个沟通层——观众导向的沟通——并且有意地以非语言的方式传达给读者。第二个广告有两个传播层:面向人物的传播和面向观众的传播。作者有意用语言和非语言两种方式向读者传达信息。最后一个广告有一个沟通层——面向观众的沟通。作者有意与读者进行非语言交流。对于这三种广告,根据个体差异,读者可能有最大或最小的解释效率。本研究从认知的角度分析了不同层次的广告传播。目前,很少有研究这样做。本研究为关联理论框架下的媒介话语分析提供了参考。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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