视觉语法视阈下石油企业的国际化形象建构——以中石化宣传片“Fueling for a Better Life”为例  

International Image Building of Petroleum Enterprises——A Visual Grammar Analysis of Fueling for a Better Life

作　　者：王新博[1] 刘逸如 WANG Xinbo;LIU Yiru(School of Foreign Studies,China University of Petroleum(East China),Qingdao Shandong,266580,China)

机构地区：[1]中国石油大学(华东)外国语学院,山东青岛266580

出　　处：《西南石油大学学报（社会科学版）》2024年第5期9-18,共10页Journal of Southwest Petroleum University(Social Sciences Edition)

基　　金：山东省研究生优质教育教学资源项目“知识、能力、价值三位一体的《笔译理论与实践》教学案例库建设”(SDYAL2022035)。

摘　　要：石油企业宣传片是传播企业理念、建构企业国际化形象的主要途径之一。通过对中石化集团公司英文官网企业形象宣传片研究发现,中石化集团通过再现、互动、构图意义,协同图片、文字、音乐、动作等多模态,成功塑造绿色、创新、关怀员工等企业形象,但国际化元素呈现不足,未涉及国际公益活动,宣传语言仅限于英文,单向输出理念较少考虑观众互动。石油企业应协调使用文字、图像等多种模态,展示更多国外场景、海外项目、中外合作等国际化元素,使用多种语言,建立观众互动,讲好石油品牌故事,展示包容共赢、责任奉献、可持续的国际化形象。Promotional videos of petroleum companies are one of the main ways to spread companies’philosophy and build their international images.Based on visual grammar theory,the study takes Sinopec’s English promotional image video Fueling for a Better Life on the official websiteas the example.The usage of different modes as well as visual elements is counted to explore the multimodal strategies of Sinopec’s image to explores the petroleum company’s international image construction strategies.We found that through representation,interaction,composition meaning,Sinopec successfully creates a green,innovative,and caring image under the collaboration of multimodalities such as pictures,text,music,and movements.However,the international elements are insufficiently presented,international charity activities are not involved,the promotional language is limited to English,and audience interaction is rarely considered.We propose that petroleum companies coordinate the use of multimodalities including text and images to display more international elements such as foreign scenes,overseas projects,and international cooperation.More different languages should be used to establish audience interaction.By telling brand stories well,the international image of inclusiveness,reciprocity,responsibility,dedication,and sustainability will be constructed.

关 键 词：石油企业 国际化形象 企业宣传片 视觉语法 多模态话语 

分 类 号：H15[语言文字—汉语] H315