A Multimodal Discourse Analysis of the National Publicity Film of China

Xian Qinfeng; Chen Yulian

doi:doi:10.11648/j.cls.20200602.11

| Peer-Reviewed

A Multimodal Discourse Analysis of the National Publicity Film of China

Xian Qinfeng, Chen Yulian

Published in Communication and Linguistics Studies (Volume 6, Issue 2)

Received: 23 March 2019 Accepted: 13 April 2020 Published: 29 April 2020

Views: Downloads:

Download PDF

Share This Article

Twitter
Linked In
Facebook

Abstract

Since entering the era of information, people are realizing that meanings no longer exist only in language or words, but are also conveyed by non-verbal modalities like images, sound, color, and gesture. These non-verbal means of communication are increasingly significant and get into a broader utilization in public media communication, especially in publicity film or short video. This research, based mainly on Kress. G & Van Leeuwen’s Grammar of Visual Design and Zhang Delu’s Comprehensive Theoretical Framework of Multimodal Discourse Analysis, conducts a multimodal discourse analysis on the National Publicity Film of China—China Steps Into a New Era. After a synthesis analysis from both macroscopic and microcosmic angle of the transcription of the film, this thesis comes up to its conclusion that the publicity film mainly involves two kinds of modalities: visual sense and auditory sense. Visual sense includes light, image, color, body movement and facial expression; auditory sense falls into language, music and sound. These modalities are not only simple spreading out or superposition, but interact, mingle and supplement with one another, so as to reach emotional resonance. Consequently, the communicative purpose of the multimodal discourse is realized in this way.

Published in	Communication and Linguistics Studies (Volume 6, Issue 2)
DOI	10.11648/j.cls.20200602.11
Page(s)	16-22
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2020. Published by Science Publishing Group

Keywords

Multimodal Discourse Analysis, National Publicity Film of China, Grammar of Visual Design

References

[1]	Yang Ying. Multimodal Discourse Analysis of China’s National Image Publicity Film [D]. University of Mining and Techonology, 2015.
[2]	Zhang Dongmei. The Multimodal Discourse Analysis of the Interactive Meaning in the National Publicity Film of China [D]. Northwest Normal University, 2014.
[3]	Kress G. & Van Leeuwen. Reading Images: The Grammar of Visual Design [M]. London: Routledge, 2006.
[4]	Halliday, M. A. K. An Introduction to Functional Grammar [M]. London and Melbourne: Arnold, 1985.
[5]	O’ Toole M. The Language of Displayed Art [M]. London: Leicester University Press, 1994.
[6]	Baldry, A. & P. J. Thibault. Multimodal Transcription and Text Analysis [M]. London: Equinox, 2006.
[7]	Tan, S. A Systemic Functional Framework for the Analysis of Corporate Television Advertisements [C]//Eija Ventola & Arsenio Jeus Moya Guijarro. The World Told and the World Shown: Multisemiotic Issues. Hampshire: Palgrave Macmillan, 2009.
[8]	Lim&O’Halloran. The Ideal Teacher: An Analysis of a Teacher-recruitment Advertisement [EB/OL]. http://multimodal-analysis-lab.org/_docs/pubs13-Lim_%26_O’Halloran-(accepted_for_pub)-The_Ideal_Teacher.pdf, 2010.
[9]	Zhong Lanfeng. Multimedia World, Multimodal Discourse: a Review of Multimodal Discourse Transcription and Analysis [J]. Foreign Languages in China, 2011 (2): 107—109.
[10]	Zhang D. L. On A Synthetic Theoretical Framework for Multimodal Discourse Analysis [J]. Foreign Languages in China, 2009 (01): 24-30.

Cite This Article

Plain Text BibTeX RIS

APA Style

Xian Qinfeng, Chen Yulian. (2020). A Multimodal Discourse Analysis of the National Publicity Film of China. Communication and Linguistics Studies, 6(2), 16-22. https://doi.org/10.11648/j.cls.20200602.11

Copy | Download

ACS Style

Xian Qinfeng; Chen Yulian. A Multimodal Discourse Analysis of the National Publicity Film of China. Commun. Linguist. Stud. 2020, 6(2), 16-22. doi: 10.11648/j.cls.20200602.11

Copy | Download

AMA Style

Xian Qinfeng, Chen Yulian. A Multimodal Discourse Analysis of the National Publicity Film of China. Commun Linguist Stud. 2020;6(2):16-22. doi: 10.11648/j.cls.20200602.11

Copy | Download

@article{10.11648/j.cls.20200602.11,
  author = {Xian Qinfeng and Chen Yulian},
  title = {A Multimodal Discourse Analysis of the National Publicity Film of China},
  journal = {Communication and Linguistics Studies},
  volume = {6},
  number = {2},
  pages = {16-22},
  doi = {10.11648/j.cls.20200602.11},
  url = {https://doi.org/10.11648/j.cls.20200602.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.cls.20200602.11},
  abstract = {Since entering the era of information, people are realizing that meanings no longer exist only in language or words, but are also conveyed by non-verbal modalities like images, sound, color, and gesture. These non-verbal means of communication are increasingly significant and get into a broader utilization in public media communication, especially in publicity film or short video. This research, based mainly on Kress. G & Van Leeuwen’s Grammar of Visual Design and Zhang Delu’s Comprehensive Theoretical Framework of Multimodal Discourse Analysis, conducts a multimodal discourse analysis on the National Publicity Film of China—China Steps Into a New Era. After a synthesis analysis from both macroscopic and microcosmic angle of the transcription of the film, this thesis comes up to its conclusion that the publicity film mainly involves two kinds of modalities: visual sense and auditory sense. Visual sense includes light, image, color, body movement and facial expression; auditory sense falls into language, music and sound. These modalities are not only simple spreading out or superposition, but interact, mingle and supplement with one another, so as to reach emotional resonance. Consequently, the communicative purpose of the multimodal discourse is realized in this way.},
 year = {2020}
}

Copy | Download

TY  - JOUR
T1  - A Multimodal Discourse Analysis of the National Publicity Film of China
AU  - Xian Qinfeng
AU  - Chen Yulian
Y1  - 2020/04/29
PY  - 2020
N1  - https://doi.org/10.11648/j.cls.20200602.11
DO  - 10.11648/j.cls.20200602.11
T2  - Communication and Linguistics Studies
JF  - Communication and Linguistics Studies
JO  - Communication and Linguistics Studies
SP  - 16
EP  - 22
PB  - Science Publishing Group
SN  - 2380-2529
UR  - https://doi.org/10.11648/j.cls.20200602.11
AB  - Since entering the era of information, people are realizing that meanings no longer exist only in language or words, but are also conveyed by non-verbal modalities like images, sound, color, and gesture. These non-verbal means of communication are increasingly significant and get into a broader utilization in public media communication, especially in publicity film or short video. This research, based mainly on Kress. G & Van Leeuwen’s Grammar of Visual Design and Zhang Delu’s Comprehensive Theoretical Framework of Multimodal Discourse Analysis, conducts a multimodal discourse analysis on the National Publicity Film of China—China Steps Into a New Era. After a synthesis analysis from both macroscopic and microcosmic angle of the transcription of the film, this thesis comes up to its conclusion that the publicity film mainly involves two kinds of modalities: visual sense and auditory sense. Visual sense includes light, image, color, body movement and facial expression; auditory sense falls into language, music and sound. These modalities are not only simple spreading out or superposition, but interact, mingle and supplement with one another, so as to reach emotional resonance. Consequently, the communicative purpose of the multimodal discourse is realized in this way.
VL  - 6
IS  - 2
ER  -

Copy | Download

Author Information

Xian Qinfeng

South China Business College, Guangdong University of Foreign Studies, Guangzhou, China
Chen Yulian

South China Business College, Guangdong University of Foreign Studies, Guangzhou, China

Download PDF

Sections

Plain Text BibTeX RIS

APA Style

Xian Qinfeng, Chen Yulian. (2020). A Multimodal Discourse Analysis of the National Publicity Film of China. Communication and Linguistics Studies, 6(2), 16-22. https://doi.org/10.11648/j.cls.20200602.11

Copy | Download

ACS Style

Xian Qinfeng; Chen Yulian. A Multimodal Discourse Analysis of the National Publicity Film of China. Commun. Linguist. Stud. 2020, 6(2), 16-22. doi: 10.11648/j.cls.20200602.11

Copy | Download

AMA Style

Xian Qinfeng, Chen Yulian. A Multimodal Discourse Analysis of the National Publicity Film of China. Commun Linguist Stud. 2020;6(2):16-22. doi: 10.11648/j.cls.20200602.11

Copy | Download

@article{10.11648/j.cls.20200602.11,
  author = {Xian Qinfeng and Chen Yulian},
  title = {A Multimodal Discourse Analysis of the National Publicity Film of China},
  journal = {Communication and Linguistics Studies},
  volume = {6},
  number = {2},
  pages = {16-22},
  doi = {10.11648/j.cls.20200602.11},
  url = {https://doi.org/10.11648/j.cls.20200602.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.cls.20200602.11},
  abstract = {Since entering the era of information, people are realizing that meanings no longer exist only in language or words, but are also conveyed by non-verbal modalities like images, sound, color, and gesture. These non-verbal means of communication are increasingly significant and get into a broader utilization in public media communication, especially in publicity film or short video. This research, based mainly on Kress. G & Van Leeuwen’s Grammar of Visual Design and Zhang Delu’s Comprehensive Theoretical Framework of Multimodal Discourse Analysis, conducts a multimodal discourse analysis on the National Publicity Film of China—China Steps Into a New Era. After a synthesis analysis from both macroscopic and microcosmic angle of the transcription of the film, this thesis comes up to its conclusion that the publicity film mainly involves two kinds of modalities: visual sense and auditory sense. Visual sense includes light, image, color, body movement and facial expression; auditory sense falls into language, music and sound. These modalities are not only simple spreading out or superposition, but interact, mingle and supplement with one another, so as to reach emotional resonance. Consequently, the communicative purpose of the multimodal discourse is realized in this way.},
 year = {2020}
}

Copy | Download

TY  - JOUR
T1  - A Multimodal Discourse Analysis of the National Publicity Film of China
AU  - Xian Qinfeng
AU  - Chen Yulian
Y1  - 2020/04/29
PY  - 2020
N1  - https://doi.org/10.11648/j.cls.20200602.11
DO  - 10.11648/j.cls.20200602.11
T2  - Communication and Linguistics Studies
JF  - Communication and Linguistics Studies
JO  - Communication and Linguistics Studies
SP  - 16
EP  - 22
PB  - Science Publishing Group
SN  - 2380-2529
UR  - https://doi.org/10.11648/j.cls.20200602.11
AB  - Since entering the era of information, people are realizing that meanings no longer exist only in language or words, but are also conveyed by non-verbal modalities like images, sound, color, and gesture. These non-verbal means of communication are increasingly significant and get into a broader utilization in public media communication, especially in publicity film or short video. This research, based mainly on Kress. G & Van Leeuwen’s Grammar of Visual Design and Zhang Delu’s Comprehensive Theoretical Framework of Multimodal Discourse Analysis, conducts a multimodal discourse analysis on the National Publicity Film of China—China Steps Into a New Era. After a synthesis analysis from both macroscopic and microcosmic angle of the transcription of the film, this thesis comes up to its conclusion that the publicity film mainly involves two kinds of modalities: visual sense and auditory sense. Visual sense includes light, image, color, body movement and facial expression; auditory sense falls into language, music and sound. These modalities are not only simple spreading out or superposition, but interact, mingle and supplement with one another, so as to reach emotional resonance. Consequently, the communicative purpose of the multimodal discourse is realized in this way.
VL  - 6
IS  - 2
ER  -

Copy | Download