Volume 6, Issue 2, June 2020, Page: 16-22
A Multimodal Discourse Analysis of the National Publicity Film of China
Xian Qinfeng, South China Business College, Guangdong University of Foreign Studies, Guangzhou, China
Chen Yulian, South China Business College, Guangdong University of Foreign Studies, Guangzhou, China
Received: Mar. 23, 2019;       Accepted: Apr. 13, 2020;       Published: Apr. 29, 2020
DOI: 10.11648/j.cls.20200602.11      View  371      Downloads  128
Since entering the era of information, people are realizing that meanings no longer exist only in language or words, but are also conveyed by non-verbal modalities like images, sound, color, and gesture. These non-verbal means of communication are increasingly significant and get into a broader utilization in public media communication, especially in publicity film or short video. This research, based mainly on Kress. G & Van Leeuwen’s Grammar of Visual Design and Zhang Delu’s Comprehensive Theoretical Framework of Multimodal Discourse Analysis, conducts a multimodal discourse analysis on the National Publicity Film of China—China Steps Into a New Era. After a synthesis analysis from both macroscopic and microcosmic angle of the transcription of the film, this thesis comes up to its conclusion that the publicity film mainly involves two kinds of modalities: visual sense and auditory sense. Visual sense includes light, image, color, body movement and facial expression; auditory sense falls into language, music and sound. These modalities are not only simple spreading out or superposition, but interact, mingle and supplement with one another, so as to reach emotional resonance. Consequently, the communicative purpose of the multimodal discourse is realized in this way.
Multimodal Discourse Analysis, National Publicity Film of China, Grammar of Visual Design
To cite this article
Xian Qinfeng, Chen Yulian, A Multimodal Discourse Analysis of the National Publicity Film of China, Communication and Linguistics Studies. Vol. 6, No. 2, 2020, pp. 16-22. doi: 10.11648/j.cls.20200602.11
Copyright © 2020 Authors retain the copyright of this article.
This article is an open access article distributed under the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Yang Ying. Multimodal Discourse Analysis of China’s National Image Publicity Film [D]. University of Mining and Techonology, 2015.
Zhang Dongmei. The Multimodal Discourse Analysis of the Interactive Meaning in the National Publicity Film of China [D]. Northwest Normal University, 2014.
Kress G. & Van Leeuwen. Reading Images: The Grammar of Visual Design [M]. London: Routledge, 2006.
Halliday, M. A. K. An Introduction to Functional Grammar [M]. London and Melbourne: Arnold, 1985.
O’ Toole M. The Language of Displayed Art [M]. London: Leicester University Press, 1994.
Baldry, A. & P. J. Thibault. Multimodal Transcription and Text Analysis [M]. London: Equinox, 2006.
Tan, S. A Systemic Functional Framework for the Analysis of Corporate Television Advertisements [C]//Eija Ventola & Arsenio Jeus Moya Guijarro. The World Told and the World Shown: Multisemiotic Issues. Hampshire: Palgrave Macmillan, 2009.
Lim&O’Halloran. The Ideal Teacher: An Analysis of a Teacher-recruitment Advertisement [EB/OL]. http://multimodal-analysis-lab.org/_docs/pubs13-Lim_%26_O’Halloran-(accepted_for_pub)-The_Ideal_Teacher.pdf, 2010.
Zhong Lanfeng. Multimedia World, Multimodal Discourse: a Review of Multimodal Discourse Transcription and Analysis [J]. Foreign Languages in China, 2011 (2): 107—109.
Zhang D. L. On A Synthetic Theoretical Framework for Multimodal Discourse Analysis [J]. Foreign Languages in China, 2009 (01): 24-30.
Browse journals by subject