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A Multimodal Discourse Analysis of the Promotional Video of Hangzhou

Author

Listed:
  • Yinyan Yao
  • Yanfen Zhuo

Abstract

This paper analyzes a promotional video of the Chinese city of Hangzhou from the perspective of multimodal discourse analysis informed by Systemic Functional Linguistics. By drawing on Visual Grammar as well as frameworks of intersemiotic complementarity, the paper examines how various semiotic resources, namely, the visual, audio and verbal, construe meanings and how they work together to create synergy in the video. It is concluded that the deployment of various modes in this dynamic discourse contribute to constructing city images that are glorious in history, unique in culture, picturesque in landscapes, innovative in spirits, vital in city life, and beautiful in people’s hearts. The video also proves to be effective in engaging and aligning the viewers, thus functioning as a vital tool to market the city. It is hoped that this paper will provide a new perspective for semiotic studies of promotional videos in China.

Suggested Citation

  • Yinyan Yao & Yanfen Zhuo, 2018. "A Multimodal Discourse Analysis of the Promotional Video of Hangzhou," English Language Teaching, Canadian Center of Science and Education, vol. 11(10), pages 121-121, October.
    • Handle: RePEc:ibn:eltjnl:v:11:y:2018:i:10:p:121
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    Cited by:

    1. Nancy Xiuzhi Liu & Stephen Andriano-Moore, 2023. "Repositioning of city branding through promotional videos: the case of Ningbo," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(3), pages 371-385, September.

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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