Abstract
This paper analyzes a promotional video of the Chinese city of Hangzhou from the perspective of multimodal discourse analysis informed by Systemic Functional Linguistics. By drawing on Visual Grammar as well as frameworks of intersemiotic complementarity, the paper examines how various semiotic resources, namely, the visual, audio and verbal, construe meanings and how they work together to create synergy in the video. It is concluded that the deployment of various modes in this dynamic discourse contribute to constructing city images that are glorious in history, unique in culture, picturesque in landscapes, innovative in spirits, vital in city life, and beautiful in people’s hearts. The video also proves to be effective in engaging and aligning the viewers, thus functioning as a vital tool to market the city. It is hoped that this paper will provide a new perspective for semiotic studies of promotional videos in China.
Highlights
The advent of digital media has triggered a new trend of information dissemination and communication
It is concluded that the deployment of various modes in this dynamic discourse contribute to constructing city images that are glorious in history, unique in culture, picturesque in landscapes, innovative in spirits, vital in city life, and beautiful in people’s hearts
The aim of this study is to examine how visual, audio and verbal modes in the promotional videos are employed to represent, construct and project meanings, as well as how intersemiotic complementarity of these modes is realized under the approach of multimodal discourse analysis (MDA)
Summary
The advent of digital media has triggered a new trend of information dissemination and communication. Over the past two decades we have seen many cities in China deploy multi-media tools such as promotional videos to communicate their unique history and culture. During the 2016 G20 Summit, quite a few promotional videos about the Chinese host city Hangzhou were released to audience at home and abroad through various channels such as CCTV, BBC, CNN, Face book, WeChat, etc. These videos had gone viral and attracted millions of viewers. The present study attempts to analyze the construction of city images in promotional videos from a multimodal approach
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
