Analysis Of Corporate Cultural Differences Between The United States And China From The Multimodal Perspective

In recent years,as a kind of new advertising form for product promotion,production release conferences play a significant role in advocating new products for enterprises.Such multimodal discourses are applied to production release conferences as words,images,sound,videos and so on.Those social symbols with cultural color are involved in these multimodal discourses,which fills them with cultural meanings.This paper has collected data from last five production release conferences from 2012 to 2016 from Apple and Xiaomi respectively to make comparative analysis,taking the multimodal discourses as objects to study.It mainly takes the quantitative and qualitative methods to research on the corporate cultural differences in Apple and Xiaomi PRCs from the perspective of multimodal discourse analysis which is based on the theories of Systemic-functional Grammar and Visual Grammar.This paper proposed a framework of multimodal discourse analysis for production release conferences and applied it to the multimodal study of those of Apple and Xiaomi.It found out the differences of multimodal discourse by making the contrastive study for them and tried to explain these differences from the intercultural angle,which had certain practical and realistic meaning for the studies of multimodality and interculture.The results show that multimodal discourses are richly applied to both Apple and Xiaomi production release conferences.And there are so many differences between them in terms of the language choice and use,the construction of images,and expression of visual meaning and so on.Apple tends to use the direct and objective words,simple and clear visual expression,and the individualism.However,Xiaomi is inclined to use the indirect and implicit words,euphemistic visual expression with metaphors,and the collectivism.This paper testified the feasibility of applying multimodal discourse analysis to production release conferences and made a complete analysis of these differences that are demonstrated from the intercultural angle.