A Dynamic Multimodal Discourse Study On The Interpersonal Meaning In Corporate Promotional Video

The corporate promotional video,as a dynamic form of corporate advertising,aims to align with the stakeholders,potential employees,customers and the public.It not only delivers the core value and culture of a company but also helps to build up its positive public image.The choice and arrangement of verbal and visual resources in the corporate promotional video should serve to align with the target audience.Appraising plays a major role in constructing and maintaining interpersonal relations.The APPRAISAL system provides the linguistic analysis with a comprehensive framework to explore how people express their attitudes,opinions and stances.Meanwhile,Visual Grammar offers another perspective to look at the visual resources in the multimodal analysis.Owing to the lack of applicable research approach,the previous multimodal studies fail to present a whole picture of the dynamic media.Therefore,based on the Multimodal Analysis Video software developed by Kay O'Halloran,the current study aims to investigate the way interpersonal meaning is realized in terms of verbal and visual resources and to examine whether they can work in synergy in the corporate promotional video.Based on the analysis and discussion,the current study comes to the conclusion that the interpersonal meaning in Starbucks' s corporate promotional video is realized in the following three aspects: Firstly,in terms of verbal resources,positive judgmental and appreciating meaning are employed to arouse the interest of the audience,establish the alignment and reinforce the understanding and credibility of Starbucks' s corporate promotional video.Secondly,the typical visual pattern utilized in Starbucks' s corporate promotional video is the combination of indirect address,close shot,eye-level angle,angled perspective and stationary camera.This particular combination of visual choices aims to create a sense of reality in order to attract and further to establish the rapport with the audience.Finally,the relation between verbal resources and visual elements appears to be consistent and complementary.