Multimodal Discourse Analysis of Green Advertising of Electric Vehicles from the Perspective of Visual Grammar

Abstract

Based on the visual grammar, this paper analysed the multi-modal discourse of green advertisement by taking the video of Electric vehicle as an example. Through the analysis of different modes such as composition, colour, text and background, this paper deeply studied the expression forms of vocabulary, grammar, vision, and symbol in the EV ads and the mutual relationship between different modes, revealed the correlation between the mode and meaning, and explored the language features of green advertisement application and the effect of discourse transmission. This paper finds that green advertising uses image resources and colour resources to construct conceptual meaning, using font, background, and depth of field to construct emotional meaning, and using composition resources to construct social significance.