A Study On The Hangzhou 2016 G20 Summit Promotional Video

With the development of the modern science and information technology,great changes have taken place in media technology.The multimedia technology and internet application become extremely widespread,which change the tradition immensely.Languages and words are not the only way for people to communicate and get information,Vision,hearing and feeling,and other sensory research generates the multimodal discourse study.Thus,the interpretation of social behaviors and meanings should include nonverbal symbols and all ideographic resources,such as gestures,sounds,images,etc.Therefore,the single-mode discourse analysis which is based on the text of language is gradually developing towards multi-modal orientation.But the study is still in the preliminary stage,most of the researches tend to analyze the static text,with some studies on dynamic text.The Promotional Video of Hangzhou 2016 G20 Summit,as a typical dynamic text,shows the world the Hangzhou city image successfully and promotes the host country's confidence and ability greatly,which plays a very important role in getting the status to hold the summit.This thesis is based on the theory of systemic functional linguistics which used the systemic functional grammar of Halliday,Kress & Van Leeuwen's visual grammar and O'Halloran's movie analysis framework.The Hangzhou 2016 G20 Summit promotional video shows the audience a beautiful city image in various media.Therefore,the thesis analyzes the video from the perspective of multimodal discourse analysis,aiming to get the meaning of the video comprehensively.The major findings of the research are summarized as below:First,in the language part of the promotional video,the writer draws the conclusions by analyzing the video's subtitles and some lyrics.In terms of the ideational meaning,the subtitles in the video include the description of material process.and mental process.Material process gives the text promotional effect;mental process shows the emotional meaning passed by video.Regarding the interpersonal meaning,through the analysis of the mood system of discourse,the declarative expresses the stylistic meaning and emotional connotation directly and properly,which not only fully exhibits the praise of Hangzhou city image but also plays an important role in attracting audience attention.Considering thetextual meaning,the writer mainly analyses from three types of themes.Textual theme is the mainline of the text;interpersonal theme expresses the praise to Hangzhou city;topical theme features the city image and emotional theme.Second,in the image part of the promotional video,the writer gets some snapshots from the video and then analyses the selected shots in multimodal method which comes to the conclusions : in terms of the representational meaning,the narrative representation and concept representation are all reflect the excellent city image;given the interactive meaning,through the dynamic interaction between image and viewer,the video shows the unique feature of Hangzhou city,the research directions include perspective,social distance,contact and modality;Concerning compositional meaning,the city enchantment is reflected from information value,salience and framing which also can represent the Hangzhou's warm hospitality and dynamic economic strength and other advantages.Last,in the sound part of the promotional video,the study analyses the background music in the video,then arrives at the conclusion that the sounds deepen the visual effect,at the same time,the sounds express the theme atmosphere and improve the media attraction which combine the auditory and visual sense perfectly.The study provides the new method and perspective of analyzing promotional videos,that is the discourse analysis from the multimodal perspective,through K&V's visual grammar and auditory grammar,aiming to find how the multimodal pass the meaning in the promotional video.The present research not only provides the reference meaning to the production of the promotional videos in the future,but also provides the unique perspective of appreciating the videos from the various aspects.