| This research chooses RE advertisements on Baidu and Biying as its data sources to construct a multimodal corpus of Chinese and American RE advertisements.This study makes a comparative analysis of meaning-making process of Chinese and American RE advertisements by employing theories of textual analysis and visual grammar from the perspective of multimodal discourse analysis and it adopts a combined methodology of quantitative and qualitative study.This thesis aims to answer three questions: How the differences and the factors causing these differences are explained through multimodal discourse analysis(MDA)? How is meaning constructed through textual and visual resources respectively in Chinese and American RE advertisements? What are the differences between Chinese and American RE advertisements and the factors causing these differences? By answering these questions,this study aims to help readers to improve their multimodal discourse literacy by informing them of meaning-making process of language and images as social symbols through comparing the differences and similarities between Chinese and American RE advertisements.In addition,the study also reflects people's consumption ideology and values by showing the different contexts of economic situation,institutional mechanism and cultural differences between the two countries.Based on Multimodal discourse analysis,this thesis aims to analyze Chinese and American RE advertisements from the perspective of textual analysis and visual grammar.In textual analysis,it mainly analyzes the lexical level and discourse structure;In visual grammar,the contact,social distance and attitude are mainly analyzed.According to the data collected,the similarities and differences between Chinese and American RE advertisements will be summarized and the reasons for them are clarified.This thesis hopes to help readers to improve their multimodal discourse literacy and give RE advertisers some hints on designing more persuasive RE advertisements. |
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