The Analysis Of Multimodal Discourse Of The TVC On Urban

The TVC on urban brand image is kind of advertising to create urban brand and image, and make the city a marketing object. The TVC on urban brand image is just like a name card of the city, it makes people know the spirit、culture and development of the city by the image and sound, as we can see, it show people the main image perfectly. In the theory of multi-modal discourse,"image","language" and "music" is the core mode to pass to the audience wealth of information. The "visual grammar" theory derived from multi-modal theory, and shows us the ways and means of how the image express clearly.As the TVC on urban brand image is a kind of ways and means of visual communication, it has a very important significance to research the "language mode" of the communication. Each of the frame characters, scenery, objects and their locations in the city’ s image promo, is an integral part of the TVC, and the key elements of the "language mode", also play a important role to convey the inner meaning. So, it’ s particularly important to attach importance to the grammar of visual design in the creative process. As now the competing of the cities has becoming the competition of the urban main culture marketing, this article based on the theory of multi-modal discourse and the traditional ways on creating the TVC on urban brand image, exploring how to break the traditional ideas and using a multi-modal discourse way to show the difference of different cities and the characteristics and charm of each city, building the urban brand and shaping the urban image with multi angle and all round.