| President Xi Jinping mentioned that lucid waters and lush mountains are invaluable assets many times.The impact of rapid economic growth calls for awareness of environmental issues in business managements.Technology urges people and governments to pay more attention on environmental issues.Therefore,green marketing becomes a key opportunity and challenge for international business communication,and green advertising,as a major tool,was brought into focus.This thesis attempts to do a comparative study between 30 Chinese and 30 American green advertisements from the perspective of visual grammar.A combination of qualitative and quantitative method is adopted.Qualitative method is mainly applied to the analysis of printed green advertisements through visual grammar.Quantitative method is realized by descriptive statistics for finding the similarities and differences between Chinese and American green advertising.Besides,questionnaire and statistics analysis of the data will be processed in order to investigate how the three meanings of visual grammar influence consumers' attitude towards green advertising.The study shows that,in terms of representational meaning,differences between Chinese and American green advertising mainly exist in conceptual representation.However,similarities mainly exist in narrative representation.In terms of interactive meaning,differences between Chinese and American green advertising lie in the perspective and modality.And similarities between them lie in contact and social distance.In terms of compositional meaning,Chinese and American green advertising shows differences in framing and similarities in information value and salience.Beside,with a focus on consumers,results of questionnaire indicate that consumers think representational meaning is more important than interactive meaning and compositional meaning.Based on research findings,suggestions are put forward for enterprises about factors which can make green advertising more acceptable. |
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