With the development and renovation of digital information technology,
images, sounds, animations, colors and other models are integrated into one
system to convey information. Multimodality is also applied in language research.
One example of multimodal discourse are tourism video commercials, which
combine written, visual and auditory signals to construct the metaphorical meaning
of advertisements. Therefore, this paper selects six pieces of German and
Chinese tourism video commercials as objects, which are parsed, transcribed and
annotated by ELAN 5.1. Both quantitative and qualitative approaches are adopted
to analyze the selected corpus. The theoretical framework for this study is
Systemic-Functional Grammar and Visual Grammar, and it aims to explore the
similarities and differences in the fusion of multimodal features between German
and Chinese tourism video advertisements by comparative analysis.
| Identifer | oai:union.ndltd.org:DRESDEN/oai:qucosa:de:qucosa:90945 |
| Date | 17 April 2024 |
| Creators | Li, Jie |
| Publisher | De Gruyter |
| Source Sets | Hochschulschriftenserver (HSSS) der SLUB Dresden |
| Language | English |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, doc-type:article, info:eu-repo/semantics/article, doc-type:Text |
| Rights | info:eu-repo/semantics/openAccess |
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