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ERIC Number: EJ1192094
Record Type: Journal
Publication Date: 2018
Pages: 11
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-1916-4742
EISSN: N/A
A Multimodal Discourse Analysis of the Promotional Video of Hangzhou
Yao, Yinyan; Zhuo, Yanfen
English Language Teaching, v11 n10 p121-131 2018
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.
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Publication Type: Journal Articles; Reports - Evaluative
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: China
Grant or Contract Numbers: N/A