城市旅游宣传片的多模态话语分析——以青岛市为例

Multimodal Discourse Analysis of Urban Tourism Propaganda Film——Taking Qingdao City as an Example

以Kress&Van Leeuven的视觉语法作为理论基础,以青岛城市宣传片为研究语料,分析宣传片中图像、声音、文字、色彩等多种模态符号在构建城市旅游形象中的相互关系。研究表明,宣传片中各种模态资源相互作用,视觉、听觉等感官共同发挥作用,使观众产生共鸣,以期建立良好的城市形象,达到宣传目的。

Based on Kress&Van Leeuwen’s visual grammar,taking Qingdao city propaganda film as the research corpus,this paper analyzes the interrelation of image,sound,character,color and other modal symbols in constructing city tourism image.The research shows that various modes of resources interact in the propaganda film. All kinds of senses such as vision and hearing work together are aimed to make the audience resonate to establish a good city image and achieve the purpose of propaganda.