| With the development of discourse analysis theory and the new information dissemination media brought about by technological progress,people have begun to pay attention to the role of symbols other than the language in meaning construction.Because it is found that the role of other non-linguistic factors in discourse meaning cannot be ignored,and these non-linguistic form factors,such as sound,color,picture,etc.,together with language,constitute multimodal discourse.Multimodal discourse analysis theory has emerged as a novel approach to analyzing multimodal discourse.The birth of multimodal discourse analysis in the 1990s has attracted the attention of more scholars,but these studies have focused on the analysis of static multimodal discourse,such as movie posters,paintings,magazine covers,teacher courseware,etc.There are very few analyses of dynamic multimodal discourse,such as video advertisements,promotional videos,etc.In recent years,the opening of the two-child policy and the three-child policy is both an opportunity and a challenge for infant product companies.The opening of the two-child and third-child policies has given enterprises a broad market,and at the same time,it is also a test for the quality control of enterprise products.As far as the infant formula market is concerned,due to the influence of Sanlu infant formula in 2008,consumers’ trust in domestic infant formula has plummeted,and most families will choose imported infant formula.After the company has strengthened quality control and strict control of the market,domestic infant formula companies have developed rapidly in recent years.In order to maintain this momentum and ensure the competitiveness over foreign infant formula,companies must not only pay attention to product quality,packaging,service,etc.,but also strengthen product promotion efforts.Among them,video advertising is the most common marketing method.Video commercial has a wide coverage and a wide audience,but it is also limited in time.It is not a small problem to stand out from many advertisements in a short period of time.The infant formula video commercial integrates sound,image,and text and is a typical multimodal discourse.A total of 18 video commercials of infant formula are selected in this thesis,including 9 Chinese infant formula video commercials and 9 foreign infant formula video commercials.Based on Kress and Van Leeuwen’s visual grammar and O’Halloran’s multimodal movie analysis framework,this thesis uses HPersnap software to analyze the 18 infant formula video commercials collected from Bilibiliand ADGuider.The video commercials are divided into 200 video shots according to the shots,and then the multimodal discourse analysis is carried out on the representation,interaction,and composition meaning of these 200 shots,and the characteristics of infant formula video commercials are obtained.Finally,they are analyzed in terms of persuasion according to these characteristics.The study found that: in terms of representational meaning,both Chinese and foreign infant formula video commercials use narrative representation to display product information,such as packaging,evaluation,etc.The difference is that foreign infant formula video commercials use more action processes,while Chinese uses the most reaction processes,especially transactional reactional processes,and the concept representation in representational meaning is used to convey the brand concept.In terms of interactive meaning,in Chinese and foreign infant formula video commercials,the offer act conveys the interactive meaning of images together with eye-eye angle,builds an intimate relationship with the viewer,and convinces the viewer of the information conveyed by the advertisement.The difference is that foreign infant formula video commercials use more medium shots and oblique angles,while Chinese infant formula video commercials use a large number of frontal angles and frontal angles to make the viewer feel immersed and engaged,and at the same time strengthen the connection between the viewer and the product.In terms of compositional meaning,both Chinese and foreign infant formula video commercials place important information at the center.The difference is that Chinese infant formula video commercials use more size composition to achieve salience,while foreign infant formula video commercials use color contrast to highlight important information.This study takes Chinese and foreign infant formula video commercials as the research object,enriches the application of multimodal discourse analysis in dynamic discourse,discovers the characteristics of Chinese and foreign infant video commercials in the construction of three meanings,and analyzes the role of these three meanings in persuasion.It provides some inspiration for Chinese infant formula enterprises to create more efficient video commercials. |
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