What is it about?
With 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.
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Why is it important?
At present, the study of tourism commercials focuses exclusively on the language layer, mainly expounding the linguistic features of commercials, while ignoring the function and characteristics of non-linguistic factors; on the other hand, bilingual research of tourism commercials focuses on translation strategies, ignoring the value of cross-cultural, cross-language comparative research on the localization of tourism commercials.
Perspectives
The cross-linguistic comparative study of tourism video commercials is of vital importance for the effective construction of appealing tourism destination images and the further development of the international tourism market. Under the guidance of tourism discourse theory, overseas tourism propaganda and commercials should take into account the psychological habits and aesthetic tastes of overseas audiences, adjust the coupling degree between different modes, so as to improve the readability and acceptance of video commercials in the target countries, and promote the implementation of “bringing in” and “going out” strategies in tourism.
Jie Li
Universitat Leipzig
Read the Original
This page is a summary of: An Inter-Linguistic Analysis on Multimodal Coupling of German and Chinese Tourism Video Commercials – A comparative Study based on ELAN, Lebende Sprachen, November 2019, De Gruyter,
DOI: 10.1515/les-2019-0018.
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