A Study On The London2012Olympic Promotional Video

With the development of the computer and multimedia, the dominant role of language in media and communication is challenged by other semiotic resources such as visual image and sound. Accordingly, the traditional discourse analysis which is restricted to language itself seems not to be comprehensive and exhaustive, thus it is necessary to take other semiotic resources into account. The multimodal discourse analysis appeared in1990s aiming to analyze texts that involve more than one modality. Yet by far, the multimodal discourse analysis is still at its initial stage. Most studies focus on the static images, while the dynamic discourse has seldom been studied.As one type of dynamic discourse, the London2012Olympic Promotional Video serves to present to the International Olympic Committee members and other viewers all over the world the image and capability of London for holding the successful Olympics for the third time. Based on systemic functional grammar, visual grammar and the framework of O’Halloran, the thesis conducts a comprehensive multimodal discourse analysis of the London2012Olympic Promotional Video, aiming to research the meaning construction of the video.The major findings of the present research are summarized as follows:First, in the study on the verbal modes in the video, the writer especially researches on the lyrics of the background music "Proud". In terms of the ideational meaning, the material process and mental process take up the largest percentage in the lyrics. The material process clarifies the style of the lyrics in agreement with the video, while the mental process expresses the genuine emotion of the lyricist. Speaking of the interpersonal meaning, the mood analysis indicates that the declarative and WH-interrogative play the equally important role in the lyrics. The declarative is effective to express the lyricist’s feeling and opinions, and shortens the distance between the lyricist and audience. The WH-interrogative not only aims to raise the question but also manages to provide the answer. The modality analysis shows the low value of modality to express the lyricist’s opinions while the high value of nodality to demand the audience to take action immediately. Concerning the textual meaning, the theme analysis presents three types of themes for different functions the textual themes for the integration of the whole lyrics, the interpersonal themes for the passion for sports, and the topical themes for the perspective of the lyricist’s narrating.Second, on the analysis of the visual modes in the video, the writer focuses on abundant selected shots. In terms of the representational meaning, the narrative process and conceptual process both make a contribution. They serve the useful purpose of presenting the Londoners’appetite and love for sport as well as the cityscape of London. Concerning the interactive meaning, the offer act and demand act are shifted convertibly to realize a dynamic interaction. Thus, the viewers are easily overwhelmed by the kindness and hospitality of the Londoners. The analysis of social distance, perspective and modality in different shots respectively shows different special meanings about the Olympics in London. Speaking of the compositional meaning, the analysis of information value, salience and framing respectively reemphasizes the focus of the video, which means the Olympism exists in the hearts of Londoners, who have the passion and ability to hold the excellent Olympics.The present study provides a more comprehensive framework for analyzing Olympic promotional videos and validates that the framework in the present study can be applicable and practical to the dynamic videos like the Olympic promotional videos. It benefits the video producers in making better use of choice-making of modalities and the arrangement of visual elements to perfectly reflect the good image of the candidate city so as to contribute to the success of the bid. It also provides the audience with a new perspective of appreciating the Olympic promotional videos and improves the audience’s appreciation level of them.