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本文以北京9家英语培训机构的少儿英语培训课程的宣传广告为材料,从多模态话语分析的视角出发,对文字和图像中蕴含的针对家长动机的诉求表达进行分析和对比。对文字的分析借鉴多种英语学习动机理论,概括出8种家长对孩子学英语所持有的动机,其中工具性动机如成绩和情境性动机最为显著,反映出中国传统文化和教育现实的深刻影响。对图像的分析采用Kress和van Leeuwen(1996)的框架,对图片中的主体、动作、环境进行描述,发现图片中文化性动机更为突出,如对西方现代教育理念的认同和参与国际交流的渴望。文字和图像蕴含的动机诉求的显著差别反映了中国父母们的矛盾心态和复杂身份认同。
Based on the advertisements of children English training courses in nine English training institutions in Beijing, this paper analyzes and contrasts the expressions of motivation and motivation of parents in texts and images from the perspective of multimodal discourse analysis. The text analysis draws on a variety of English learning motivation theory, summarizes the eight mothers held by the parents of their children to learn English, of which instrumental motivation such as performance and situational motivation is the most significant, reflecting the profound Chinese traditional culture and educational reality influences. The image analysis uses the framework of Kress and van Leeuwen (1996) to describe the subject, action and environment in the picture and finds that the cultural motivation in the picture is more prominent. For example, the recognition of the western modern education concept and its participation in international exchange desire. The striking difference between the motives of motivation contained in words and images reflects the conflicting mentality and complex identity of Chinese parents.