Visual And Auditory Empowerment Of Women

With the development of multimedia information technology,multimodal discourse has entered the field of vision of linguistic researchers.Linguists therefore turn their attention to the semiotic resources outside the language and put forward theories such as visual grammar.With the focus of advertising shifting from commodities to customers,femvertising has become a marketing boom in recent years.This study focuses on femvertising,which takes the female image in advertising as the starting point.It focuses on the analysis of the visual and auditory modalities in the advertising and explores the values conveyed by femvertising from the perspective of linguistics.In the aspect of visual modality,the analysis of which is guided by the theory of Visual Grammar,this paper summarizes the features of female images in femvertising,the ways of their interaction with the audience,and the overall meaning of the multimodal discourse by qualitative and quantitative research methods.For auditory modality,the research quantifies the perspective position of each part of the sound and the social distance between the female speeches and the audience,resorting to the System Network of Aural Perspective and Social Distance.Thirdly,this paper explains the inter-modal relationships in femvertising based on Zhang Delu’s theory.Through content analysis,the findings are as follows: First,the visual grammar analysis shows that the female images in femvertising present diversified appearance,diversified identity and nontraditional features;videos show different social distance and power relationship between the female figures and the audience through the change of shooting distance,angle and the arrangement of eye contact,so as to convey the equal and diversified values;the compositional meaning of the video as a whole is displayed by foregrounding and framing to embody various value demands of women,such as opposing objectification,stereotype,sexism and so on.Second,female speeches in femvertising are highlighted as the ‘figure’,mostly appearing in personal distance with the audience.The background music and environmental sound play the parts of mobilizing emotion,enhancing the sense of substitution,arousing sympathy and so on.Thirdly,there exist reinforcing,complementary and cooperative relationships between various modalities,which serve concertedly to shape female images and convey ideologies of intrinsic consistency.Finally,the paper discusses the significance of multimodal linguistic signs in femvertising as well as the inherent contradictions and positive significance of such advertising.