营销城市:城市形象宣传片的多模态话语分析  

Marketing Cities: a Multimodal Discourse Analysis of City Promotional Video

作　　者：姚银燕[1] YAO Yin-yan(School of English and Education,Guangdong University of Foreign Studies,Guangzhou 510006,China)

机构地区：[1]广东外语外贸大学英语教育学院,广东广州510006

出　　处：《宜春学院学报》2019年第1期83-89,共7页Journal of Yichun University

基　　金：教育部人文社会科学研究青年基金项目(项目编号:14YJC740105);广东省哲学社会科学"十二五"规划项目(项目编号:GD13XWW21);广东省教育厅育苗工程(人文社科)项目(项目编号:2013WYM_0020)

摘　　要：在城市竞争日益激烈的今天,通过城市形象片这种影像媒介表征和构建具有个性化特色的城市品牌,对提高城市竞争力和知名度并使其在趋同化的城市进程中脱颖而出,具有重要的现实意义。论文采用社会符号学的视角,首先构建了适用于城市形象宣传片的分析框架,并对广州城市形象宣传片《花开广州·盛放世界》进行个案研究。研究表明,城市形象宣传片通过视听觉模态的选择以及模态间的协作构建城市的品牌形象并建立与受众的联系,达到对城市进行整合营销的目的;结合品牌构建和城市营销的相关知识,论文还探讨了该城市形象宣传片有效性和不足。This paper,adopting the social semiotic approach to multimodal discourse,first sets up an analytic framework to dynamic video discourse and then conducts a case study of a city promotional video “Guangzhou Flower City in Bloom”.It reveals how the choices of visual and audio modes and their interactions with each other work together and contribute to construct city images and marketing the city.Based on what has been found in the analysis,the paper also explores the efficiency as well as drawbacks of the promotional video by referring to relevant knowledge of city branding and marketing.It is hoped that this paper will provide a new theoretical perspective and analytical framework to city promotional videos.

关 键 词：系统功能语言学 多模态话语分析 城市形象宣传片 城市营销 

分 类 号：H0[语言文字—语言学]