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

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  • Xiao Ling

    (PhD student, College of Liberal Arts and Communication, De La Salle University – Dasmariñas; Lecturer, School of Foreign Languages, Huainan Normal University)

  • Aijia Xie

    (Student, School of Humanities and Social Science, Anhui University of Science and Technology)

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.

Suggested Citation

  • Xiao Ling & Aijia Xie, 2024. "Multimodal Discourse Analysis of Green Advertising of Electric Vehicles from the Perspective of Visual Grammar," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(2), pages 901-911, February.
    • Handle: RePEc:bcp:journl:v:8:y:2024:i:2:p:901-911
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