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摘要:
City branding brings immense benefits for mega-cities in gaining international prestige in an increasingly competitive global arena. City publicity films, as an effective method for promoting the city through online dissemination, can reach and influence a wider audience. However, the deployment of different semiotic resources in the branding discourse in city publicity films remains under-explored, and in particular, the role of cultural attributes in the construction of meaning in the discourse of city branding through linguistic and nonverbal modalities remains unknown. This paper, drawing on theories of Systemic Functional Grammar and Visual Grammar, examines the multimodal discourse of publicity films of Beijing and London in terms of representational and interactive meanings achieved through various semiotic resources. It is found that, in verbal and visual discourse, both films share similarities regarding enhancing persuasiveness via emotional branding but exhibit differences regarding how to achieve persuasiveness through different semiotic resources that co-construct meaning. The Beijing publicity film blends functional and emotional values while the London publicity film is prone to being more functional. In addition, possible reasons for the differences observed are discussed.
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篇名 Convergence and Divergence in Branding City Destinations: A Comparative Study of the Multimodal Discourse in Beijing and London Publicity Films
来源期刊 语言与符号学研究 学科 经济
关键词 CITY BRANDING CITY PUBLICITY FILMS cultural attributes emotional BRANDING MULTIMODALITY
年,卷(期) 2019,(3) 所属期刊栏目
研究方向 页码范围 48-77
页数 30页 分类号 F42
字数 语种
DOI
五维指标
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研究主题发展历程
节点文献
CITY
BRANDING
CITY
PUBLICITY
FILMS
cultural
attributes
emotional
BRANDING
MULTIMODALITY
研究起点
研究来源
研究分支
研究去脉
引文网络交叉学科
相关学者/机构
期刊影响力
语言与符号学研究
季刊
2096-031X
32-1859/H
The School of Foreig
28-471
出版文献量(篇)
206
总下载数(次)
1
总被引数(次)
0
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