A Multimodal Discourse Analysis for Chengdu’s Promo

Caixia Du

doi:10.47297/wspciWSP2516-252708.20220602

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A Multimodal Discourse Analysis for Chengdu’s Promo

Volume 6, Issue 2

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A Multimodal Discourse Analysis for Chengdu’s Promo
A Multimodal Discourse Analysis for Chengdu’s Promo
Southwest Minzu University
Vol. 6, Issue 2, Pages: 46-51(2022)
Published： 2022 ，
DOI：10.47297/wspciWSP2516-252708.20220602
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CAIXIA DU. (2022). A Multimodal Discourse Analysis for Chengdu’s Promo. Creativity and Innovation, 6(2), 46-51..
DOI：

CAIXIA DU. (2022). A Multimodal Discourse Analysis for Chengdu’s Promo. Creativity and Innovation, 6(2), 46-51.. DOI： 10.47297/wspciWSP2516-252708.20220602.

摘要

Abstract

With the development of information technology

discourses are tended to be analyzed by means of multimodality. This paper aims to find how Chengdu’s promo achieve the effect of propagandizing Chengdu globally with the method of Kress and Van Leeuwen’s visual modality (2006)

Zhang Delu’s theoretical framework for multimodal discourse analysis (2009) and theory of voice montage (Zhang 2007). The result is that Chengdu’s promo integrates images

sounds and discourses to transmit information about local culture

food and language exactly

comprehensively and vividly.

关键词

Keywords

Visual modalityMultimodal discourse analysisVoice montageChengdu’s promo

references

Halliday, M．A．K., & C, Matthiessen. (2004) An Introduction to Functional Grammar. London: Arnold.[2] Kress, Gu¨nther., & Van Leeuwen, Theo. (2006) Reading Images: The Grammar of Visual Design. London: Routledge.[3] Cheng Yuping., & Zhang Caihua. (2017) Chinese translation of English films’ subtitles: a multimodal discourse analysis focusing the relationship between images and the text. Chinese Translators Journal (38), 105-110.[4] Hong gang., & Zhang Zhen. (2010) An analysis of the compositional meaning of the multimodal video discourse “You and Me”. Technology Enhanced Foreign Language Education (06), 20-24.[5] Li Jie., & Wang Jianbin. (2018) A comparative analysis of multimodal coupling in German and Chinese tourism video commercials by using ELAN. Foreign Language and Literature Studies 35(06), 572-585.[8] Yao Yinyan., & Chen Xiaoyan. (2013) An analysis of multimodal video discourses: taking a corporate television advertisement as an example. Foreign Language and Literature 29(01), 86-91.[9] Zhang Delu. (2009) On a synthetic theoretical framework for multimodal discourse analysis. Foreign Languages in China (01), 24-30. [10] Zhang Delu., & Yuan Yanyan. (2011) On the synergy of different modes in dynamic multimodal discourse: taking TV weather forecast multimodal discourse as an example. Shandong Foreign Larguage Teaching Jaimal 32(05), 9-16.[11] Zhang Xiaofeng. (2007) Contemporary TV Editing Tutorials. Shanghai: Fudan University.[12] Zhu Yongsheng. (2007) Theory and methodology of multimodal discourse analysis. Foreign Language Research 2007(05), 82-86.

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