《杭州申亚宣传片》的架构模式阐释

Framing Interpretation of Promo of Hangzhou’s Bid to Host the Asian Games

通过城市宣传片来构建对外传播话语体系,提升城市形象,是一项长期的、跨学科的系统工程。从架构理论和多模态隐喻理论角度,以MIP隐喻识别法对《杭州申亚宣传片》的内容进行描述性分析,探究宣传片的架构模式及认知理据,有利于杭州国际化话语体系的建设。研究发现,杭州申亚宣传片为宣扬其主题,采取了自上而下、从抽象到具体的架构模式:杭州亚运会主题——深层架构——表层架构——话语表达,以期为未来其他体育赛事宣传片的设计和创作提供参考。

It is a long-term,interdisciplinary and systematic project to build adiscourse system of international publicity and improve the image of the city through promo videos.From the perspective of Framing Theory and Multi-modal Metaphor Theory,the content of Promo of Hangzhou’ s Bid to Host the Asia Games is descriptively analyzed through MIP (metaphor identification procedure),and the patterns of framing and cognitive motivation of the promo are explored,which is beneficial to the construction of the internationalized discourse system of Hangzhou.The study shows that,in order to publicize the theme of Promo of Hangzhou’ s Bid to Host the Asia Games,the promo applies a top-down and abstract-concrete framing pattern:theme the Asian Games in Hangzhou-deep framework-surface framework-discourse expression.As a result,this paper hopes to provide reference to the creation and design for other promos of ports games.