| With the rapid development of the social technology and media industries,mobile phones have continuously replaced television,computers and other tools because of their portable and powerful features.In addition,they have become an indispensable part of people's life.In order to occupy a large market share,many mobile phone manufacturers keep innovating technical means and mobile phone functions.With its powerful functions and high cost performance,Huawei mobile phones have become the leader among domestic mobile phone brands.At the same time,in order to achieve fabulous propaganda effect,mobile phone manufacturers have adopted a new propaganda method which is different from TV advertising: mobile phone product launching.Product launching started in Europe and America.However,with the rapid development of domestic mobile phone industry,more and more domestic manufacturers have begun to adopt a product launching to promote their products.In the mobile phone product launching,various modal resources,such as language,images,music,video,etc,can be widely used to further enhance the propaganda effect.These modal resources constitute the multimodality of the mobile phone product launching discourse.Multimodal discourse analysis emerged in the 1990 s.This kind of analysis method breaks the traditional discourse analysis method,which only regards language as the object,and is more suitable for analyzing complex discourses.Kress and van Leeuwen(1996,2006)used the systemic functional linguistics as the basic framework to create visual grammar for analyzing visual images,which provides a new theoretical means for analyzing image mode.In this thesis,the language mode and image mode in the video of Huawei P30 mobile phone product launching will be regarded as the research objects,and they will be analyzed by the use of systemic functional linguistics and visual grammar respectively.The researches and discussions in this thesis will be focused on the research questions as follows:(1)How are the ideational,interpersonal and textual functions constructed by the use of language mode in Huawei P30 mobile phone product launching?(2)How are the representational,interactive and compositional meanings constructed by the use of image mode in Huawei P30 mobile phone product launching?(3)How do the language mode and image mode in Huawei P30 mobile phone product launching work together to construct meaning?The thesis consists of five chapters.Chapter One makes an introduction to the research background,aims and significance of the research,research questions,research methodology and organization of the thesis.Introduction to multimodal discourse analysis and previous studies of multimodal discourse analysis will be respectively presented in Chapter Two.Chapter Three makes an introduction to the three metafunctions of systemic functional linguistics and three meanings of visual grammar.The analysis of the construction of three metafunctions and three meanings through the language mode and image mode in Huawei P30 mobile phone product launching will be conducted in Chapter Four.The analysis from the perspective of language mode and image mode simultaneously will also be conducted in this part.Conclusion will be introduced in Chapter Five,which consists of major findings,implications of the current study.The limitations of the current study and suggestions for further study will also be pointed out.Conclusions of this study are drawn as follows: the language mode in Huawei P30 mobile phone product launching plays an essential role in constructing ideational,interpersonal and textual function.The image mode in Huawei P30 mobile phone product launching plays an essential role in constructing representational,interactive and compositional meaning.The relationship between the language mode and image mode in Huawei P30 mobile phone product launching is mutual reinforcement.The combination of the two kinds of modes can make the meaning construction more effective. |
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