| The forms of brand advertising have diversified due to the rapid development of commodity economy society and internet technology.as a discourse utilizes images,sounds and words comprehensively,has a natural multi-modal characteristic.Early discourse analysis,focusing on text analysis,ignored other forms of discourse expression.Since the 1990s,Western scholars have begun to focus on multimodal discourse analysis.Among them,Kress&Van Leeuwen put forward the theory of visual grammar analysis of images,which based on Halliday’s systematic functional linguistics.Kress&Van Leeuwen’s theory pointed out that images also have three meta-functions:namely the representational function,the interactive function and the compositional function.Through this theory,they provided the theoretic foundation for future multi-modal discourse analysis and accelerated the development of this field.Chinese scholars research on multi-modal discourse analysis are mainly based on the theoretical framework.The framework proposed by Zhang Delu has for the first time organized the five levels of multi-modal discourse analysis and emphasized the synergy between different modalities.Based on these three frameworks,the author has integrated an analytical framework suitable for this study.This research takes Estee Lauder video advertising as a research sample.From the perspective of multi-modal discourse analysis,it integrates linguistic modalities and non-verbal modalities in video advertising.Based on the framework of this research,it examines the construction of different modalities in the meaning of advertising.The role of the process,and therelationship between different modalities.By analyzing the discourses of four videos from the context and content levels,the author draws the following conclusions.First,the audience cannot interpret the advertisement out of the individual’s social and cultural background.The creator of advertisements must combine different cultural contexts and situational contexts to tailor the creation of advertising.Secondly,the author uses a visual grammatical perspective to analyze the content level of the advertisement from three perspectives:"reproduction meaning","interactive meaning" and "compositional meaning".from the perspective of visual grammar,the representational meaning of advertising is more reflected in the narrative process.When it comes to the promotion of specific products in advertisements,the creators consider the four systems involved in the interactive meaning of images:contact,social distance,perspective and modality.The creators use a lot of close-up scenes and characters,viewing angles parallel to the audiences,and high-saturation colors to narrow the gap between the viewers and the advertisement,which immerse viewers fully into the world of advertisement and realize the interactive meaning.This leads to a desire to buy.In addition,the advertisement uses the center-edge structure,relatively large character,and high-contrast colors to highlight the characters and products in the advertisement,so that three elements,information value,salience and framing,act together to the compositional meaning of the image-Finally,there are two kinds of relationships between complementary and non-complementary modalities in advertising.Among them,the complementary relationship between the visual modality and the auditory modality is obvious.The two strengthen each other while being indispensable with each other.Together they build the overall meaning of the video advertisement and play a role of emotional rendering at the same time,which improves the overall aesthetic value of the advertisement.At the end of the study,the author puts forward several suggestions for the creation of video advertisements from three perspectives:object construction,content creation,and modal operation,in the hope that this study can provide a reference for advertising planners’ future endeavors. |
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