视觉叙事框架下旅游宣传片的意义建构--以香港、台湾和厦门为例

A Comparative Study of Meaning Construction in Travel Trailers for Hong Kong,Taiwan and Xiamen under Visual Narrative Framework

在视觉叙事框架下,多模态解读香港、台湾和厦门官方旅游宣传片以聚焦、颜色、图文布局等符号元素所建构的意义。从人际意义看,三地宣传片都擅于利用情感系统和氛围系统营造宣传片风格,引发观众情感共鸣;而在聚焦系统方面,厦门宣传片使用了无中介视角,情感参与度较低。在概念意义上,香港和台湾的宣传片运用转喻的人物表征方式,结合展开和投射的事件关系建构出丰富多彩的旅游文化活动;厦门宣传片则重点呈现风景而非人物,叙事方式相对单一。就组篇意义而言,三地宣传片注重通过图文布局突出主题。

Drawing on the latest framework of visual grammar by Painter et al. （2013）, this paper examines howmultimodal travel trailers for Hong Kong, Taiwan and Xiamen construct meaning through symbols likefocalization, color, layout and so on. It is found that： interpersonally speaking, the three trailers are adept atemploying patho and ambience to present the style of their videos and to evoke resonance among the audience.In focalisation, unmediated perspective applied in Xiamen trailer generates lower level of emotionalengagement. Ideationally speaking, Hong Kong and Taiwan’s videos apply the metonymic character depiction,combine the inter-event relationship of unfolding and projection, and change the circumstance skillfully tohighlight their rich cultural tourism activities. In contrast, Xiamen’s video focuses more on scenery than onpeople and has relatively monotonous narrative modes. Textually speaking, the well - designed layout of textsand images in three videos emphasizes their themes. Visual Narrative framework proves to be applicable inmultimodal discourse analysis of videos, and it also provides implications for the filming and production oftravel trailers.