Multimodal Discourse Analysis Of Corporate Image Construction In Publicity Films

With the development of science and technology and society,the ways of information dissemination are gradually diversified.Not only language and text,but also various symbolic resources such as pictures,colors,and music are also used to convey information and have an irreplaceable role in social practice.In the form of presentation,the publicity film combines text,images,music and other modalities to convey information to the audience.In terms of content,publicity film can be cut into multiple topics to shape the theme of the film.As a result,the publicity film has also become one of the important means of image communication and brand building,and has an irreplaceable role in constructing corporate image and improving market competitiveness.In the 1950 s and 1960 s,language has gradually become one of the important topics in the humanities and social sciences,and discourse analysis centered on language research has become a research hotspot in the humanities and social sciences.Multimodal discourse analysis is a branch of discourse analysis that emerged in the 1990 s.It can analyze two or more symbol resources or modalities in discourse and become the main analysis method for multimodal discourse.Based on Multimodal Discourse Analysis,the paper uses transitivity theory of Halliday's systemic functional grammar and Kress and van Leeuwen's visual grammar to analyze two corporate publicity films of SINOPEC and CNOOC in terms of language and image,and studies how energy companies construct their corporate image and its characteristics in the construction of corporate image.Above all,using transitivity theory to analyze texts and contexts in the publicity film.What is more,using visual grammar to analyze the image symbols in the publicity film.Through the analysis found that the publicity film expressed the achievements and strengths of the corporation through verbs such as “achievement” and “conquering”,and combined with the image information of the social responsibility and contribution completed by the company to display the positive,responsible,innovative and environmentally friendly corporate image directly.At the same time,multimodal discourse analysis is used to analyze the two symbols of the language contents and image of the publicity film,so that the analysis of the publicity film is more three-dimensional.