Multimodal Discourse Analysis Of In-Feed Ads In The Framework Of Visual Grammar

With the development of the Intemet,In-Feed Ads emerges as the times require.As a star of micro-communication,Wechat has attracted lots of advertisements from different industries because of In-Feed Ads.However,few scholars have studied the Video In-Feed Ads of Wechat Moments,so this study is necessary.In this study,we use Multi-modal Discourse Analysis to analyze video Feed Ads in Wechat Moments.We use content analysis and data analysis to study the visual characteristics of video Feeds Ads in Wechat Moments in different industries.Contribution of this study:Firstly,Theoretical contribution.According to Song Zhaoxun's Nonverbal Communication,Modifying "no word communication" to"non-verbal" in Zhang Delu's Multimodal Discourse Media Map.Multimodal discourse analysis is first put into the context of new media for dynamic video analysis.2.Actual contribution.There are visual differences in the construction of reproductive,interactive and composition meanings in the automotive,skin care and cosmetics,electronic products,luxury goods and food industries.When constructing reproductive meaning,there are differences in the choice of narrative or conceptual images among the five industries;when constructing interactive meaning,there are differences in contact,social distance,perspective,hue and color saturation among the five industries;when constructing composition meaning,there are differences in element position composition,element foreground and background,color contrast.Research inspiration:1.Focusing on fans'economy,focusing on overall popularity;2.Focus:ing on visual communication to enhance the innovation of the picture;3.Focusing on user concept to enhance the interaction of the picture;4.Focusing on USP thinking to bring into play brand characteristics;5.Focusing on hot thinking to bring brand sociality into play.