基于视觉叙事理论的广州城市形象片多模态话语分析

Multimodal Discourse Analysis of Guangzhou City Promotional Video Based on Visual Narrative Theory Framework

在多模态话语分析中,视觉叙事理论在视觉语法的基础上进行了完善和提高。基于视觉叙事理论的研究表明,《花开广州·汇聚全球》广州城市形象片中各种多模态符号的运用在体现视觉叙事的人际意义、概念意义和组篇意义三个层面起着非常重要的作用,通过强大的视觉叙事技巧展现了广州开放、包容、勇敢、热情的国际城市形象,达到了宣传目的,并为其他城市形象片的设计提供一定参考和借鉴。

In multimodal discourse analysis,visual narrative theory was improved on the basis of visual grammar.Research based on the framework of visual narrative analysis shows that the use of various multimodal symbols in Guangzhou city promotional video plays a fairly important role in reflecting the interpersonal,conceptual and textual meaning of visual narration.Through prominent visual narrative skills,the video presents an open,tolerant,brave and enthusiastic international city image.Therefore,it has achieved the purpose of promotion,and can be of certain reference value and significance for the design of other city promotional videos.