A Multimodal Discourse Analysis of the Promotional Video of Hangzhou

Autor/inn/en	Yao, Yinyan; Zhuo, Yanfen
Titel	A Multimodal Discourse Analysis of the Promotional Video of Hangzhou
Quelle	In: English Language Teaching, 11 (2018) 10, S.121-131 (11 Seiten) PDF als Volltext kostenfreie Datei Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1916-4742
Schlagwörter	Video Technology; Discourse Analysis; Grammar; Semiotics; History; Marketing; Foreign Countries; Culture; Social Distance; Audio Equipment; China + Suchen Sie Ihr Suchwort? Diskursanalyse; Grammatik; Semiotik; Geschichte; Geschichtsdarstellung; Ausland; Kultur; Audio-CD
Abstract	This paper analyzes a promotional video of the Chinese city of Hangzhou from the perspective of multimodal discourse analysis informed by Systemic Functional Linguistics. By drawing on Visual Grammar as well as frameworks of intersemiotic complementarity, the paper examines how various semiotic resources, namely, the visual, audio and verbal, construe meanings and how they work together to create synergy in the video. It is concluded that the deployment of various modes in this dynamic discourse contribute to constructing city images that are glorious in history, unique in culture, picturesque in landscapes, innovative in spirits, vital in city life, and beautiful in people's hearts. The video also proves to be effective in engaging and aligning the viewers, thus functioning as a vital tool to market the city. It is hoped that this paper will provide a new perspective for semiotic studies of promotional videos in China. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01