兰州城市形象宣传片的多模态话语分析——基于第二十五届兰洽会2019年宣传视频

A Multimodal Discourse Analysis of the Lanzhou City Image Promotion Film--Based on the Promotion Film of the 25th Lanzhou Investment and Trade Fair in 2019

选取兰州投资贸易洽谈会2019年度宣传视频,基于社会符号学的视觉语法理论,构建了城市形象宣传片多模态话语分析框架,并运用这一框架从视觉模态与听觉模态角度阐释各种模态符号如何相互协作实现视频主题意义,从而构建城市形象。研究发现,在概念意义方面,宣传视频聚焦于画面的参与者、视觉的过程建构及周边环境的融合。在互动意义方面,体现在图像的参与者、图像所表征的事物和图像观看者之间的关系。在组篇意义方面,视频通过整体版面布局,在视觉模态与听觉模态方面做到了很好的融合与互补。

Based on the visual grammar theory of social semiotics,this paper builds an analytical framework for the multimodal discourse of city image promotion film,and applies it to the analysis of the promotion film of the 25th Lanzhou Investment and Trade Fair in 2019 from the perspective of visual and audio models to explain how the diverse modal symbols cooperate to express ideas in the construction of the city image.It’s revealed that,in terms of conceptual meaning,promotion films focus on the integration of the participants of the picture,the visual processing construction and the surroundings.As for the interactional meaning,the film represents the relationship among the participants in picture,signs that picture represents and its viewers.Concerning the structural meaning,the layout of the film as a whole integrates successfully the visual and the audio models to make them complement each other.