Abstract
AbstractWith the development and renovation of digital information technology, images, sounds, animations, colors and other models are integrated into one system to convey information. Multimodality is also applied in language research. One example of multimodal discourse are tourism video commercials, which combine written, visual and auditory signals to construct the metaphorical meaning of advertisements. Therefore, this paper selects six pieces of German and Chinese tourism video commercials as objects, which are parsed, transcribed and annotated by ELAN 5.1. Both quantitative and qualitative approaches are adopted to analyze the selected corpus. The theoretical framework for this study is Systemic-Functional Grammar and Visual Grammar, and it aims to explore the similarities and differences in the fusion of multimodal features between German and Chinese tourism video advertisements by comparative analysis.
Sign-in/Register to access full text options 
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 callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
