A Study of the Ecological Construction of New Energy Vehicle Advertisements from the Perspective of Visual Grammar: A Case Study of 2020 Audi New Energy Vehicle Advertisement

MU Jun-fang; ZHANG Qing-qing

doi:10.19979/j.cnki.issn10082689.2022040032

Volume 38 Issue 4

Aug. 2022

Turn off MathJax

Article Contents

Article Navigation > Journal of University of Science and Technology Beijing ( Social Sciences Edition) > 2022 > 38(4): 419-428

MU Jun-fang, ZHANG Qing-qing. A Study of the Ecological Construction of New Energy Vehicle Advertisements from the Perspective of Visual Grammar: A Case Study of 2020 Audi New Energy Vehicle Advertisement[J]. Journal of University of Science and Technology Beijing ( Social Sciences Edition), 2022, 38(4): 419-428. doi: 10.19979/j.cnki.issn10082689.2022040032

Citation:

MU Jun-fang, ZHANG Qing-qing. A Study of the Ecological Construction of New Energy Vehicle Advertisements from the Perspective of Visual Grammar: A Case Study of 2020 Audi New Energy Vehicle Advertisement[J]. Journal of University of Science and Technology Beijing ( Social Sciences Edition), 2022, 38(4): 419-428. doi: 10.19979/j.cnki.issn10082689.2022040032

Citation:

MU Jun-fang, ZHANG Qing-qing. A Study of the Ecological Construction of New Energy Vehicle Advertisements from the Perspective of Visual Grammar: A Case Study of 2020 Audi New Energy Vehicle Advertisement[J]. Journal of University of Science and Technology Beijing ( Social Sciences Edition), 2022, 38(4): 419-428. doi: 10.19979/j.cnki.issn10082689.2022040032

PDF( 2243 KB)

A Study of the Ecological Construction of New Energy Vehicle Advertisements from the Perspective of Visual Grammar: A Case Study of 2020 Audi New Energy Vehicle Advertisement

doi: 10.19979/j.cnki.issn10082689.2022040032

School of Foreign Studies, Hebei University, Baoding 071002, China

Received Date: 2022-04-12
Publish Date: 2022-08-18

Abstract

Abstract

Green advertising, as one of the main means of new energy vehicle marketing, has attracted public attention. Based on visual grammar, a multimodal analysis on Audi’s new energy vehicle advertisement in 2020 is made, and an ecological research framework of new energy vehicle advertisements is established. This framework focuses on how to construct the ecological characteristics of new energy vehicle advertisements by three functional meanings: giving the ecological warning from narrative representation, emphasizing the ecological value in interactive actions, and highlighting the ecological advantages through composition elements. Based on the framework, this study reveals the concept of ecologically “sustainable development” presented in the advertisements of new energy vehicles, which can provide reference for the green marketing and brand promotion of new energy vehicle enterprises.
- multimodal discourse analysis,
- visual grammar,
- new energy vehicle advertisement,
- ecology

FullText(HTML)

References(26)

References

[1]	郭爽, 玛蒂娜·福斯. 专访: 中国举办的COP15“达到所有预期”——访联合国《生物多样性公约》秘书处执行秘书伊丽莎白·穆雷玛[EB/OL]. (2021-10-16)[2022-04-12]. http://www.news.cn/world/2021-10/16/c_1127964265.htm.
[2]	薛寒欣. 公众绿色消费模式的驱动机制与政策研究−以新能源汽车为例[J]. 北京科技大学学报(社会科学版),2022,38(3):325-334. doi: 10.19979/j.cnki.issn10082689.2022010047
[3]	SHIN P C, HALLETT D, CHIPMAN M L, et al. Unsafe driving in north American automobile commercials [J]. Journal of Public Health, 2005, 27(4):318-325. doi: 10.1093/pubmed/fdi049
[4]	NEESE W T, FOXX W & EPPLER D B. The influence of industry-specific personal characteristics on consumer reactions to domestic vs. foreign comparative advertising in the American automobile market [J]. Cogent Business & Management, 2018, 5(1):1-21.
[5]	戴鑫,黄娟,荆美星,等. 我国汽车行业绿色广告发展现状调查与思考−基于2000~2009年564则印刷品广告的内容分析[J]. 生态经济,2010(9):149-151.
[6]	沈星辰,陈新仁. 广告语言中指称模糊的认知语用解读−以汽车广告为例[J]. 当代外语研究,2015,15(9):33-38,77.
[7]	ZHELTUKHINA M R, SLYSHKIN G G, CASELLES C G, et al. Automobile media discourse: verbal media presentation of the electric cars [J]. Online Journal of Communication and Media Technologies, 2020, 10(3):1-10.
[8]	刘明,王世昌. 语料库辅助的汽车广告话语与社会变迁研究[J]. 西安外国语大学学报,2015,23(1):55-58. doi: 10.3969/j.issn.1673-9876.2015.01.014
[9]	CHEN S B. Selling the environment: green marketing discourse in China’s automobile advertising [J]. Discourse Context & Media, 2016, 12:11-19.
[10]	田海龙,潘艳艳. 从意义到意图−多模态话语分析到多模态批评话语分析的新发展[J]. 山东外语教学,2018,39(1):23-33. doi: 10.16482/j.sdwy37-1026.2018-01-003
[11]	潘红英. 论汽车平面广告的多模态意义构建[J]. 中北大学学报(社会科学版),2015,31(5):18-22.
[12]	汪佩. 对汽车平面广告的多模态话语分析[D]. 武汉: 华中师范大学, 2016.
[13]	冯德正,邢春燕. 空间隐喻与多模态意义建构−以汽车广告为例[J]. 外国语(上海外国语大学学报),2011,34(3):56-61.
[14]	蒲秋菊. 跨文化背景下多模态隐喻使用的对比研究−以奔驰汽车电视广告为例[J]. 学术探索,2016(3):103-108. doi: 10.3969/j.issn.1006-723X.2016.03.019
[15]	王扬,向恩白. 中外汽车平面广告多模态隐喻表征类型研究[J]. 外国语文,2016,32(2):85-92. doi: 10.3969/j.issn.1674-6414.2016.02.014
[16]	钟书能,李丹婷. 网络视频广告多模态隐喻与转喻的认知构建[J]. 山东外语教学,2014,35(4):35-39, 53. doi: 10.3969/j.issn.1002-2643.2014.04.006
[17]	黄河,杨小涵. 绿色逆营销广告如何更好地说服消费者?−基于详尽可能性模型的新能源汽车广告研究[J]. 新闻大学,2021(3):76-98,120.
[18]	HANSEN A. Environment, Media and Communication (2nd ed. )[M]. New York: Routledge, 2019.
[19]	周文娟. 故事、话语和叙事语义语法考辩[J]. 北京科技大学学报(社会科学版),2022,38(3):272-280. doi: 10.19979/j.cnki.issn10082689.2021120095
[20]	何伟,耿芳. 英汉环境保护公益广告话语之生态性对比分析[J]. 外语电化教学,2018(4):57-63.
[21]	KRESS G & VAN LEEUWEN T. Reading Images: The Grammar of Visual Design (3rd ed.) [M]. London: Routledge, 2020.
[22]	潘杰,原苏荣. 系统功能语言学视域下《归去来兮辞》生态话语分析[J]. 北京科技大学学报(社会科学版),2022,38(2):185-192. doi: 10.19979/j.cnki.issn10082689.2021090018
[23]	刘衍. 环境话语生态性构建研究: 以“《中国日报》气候变化报道话语语料库”为例[J]. 北京科技大学学报(社会科学版),2021,37(3):254-263.
[24]	刘丹. 视觉语法视域下竖屏微电影广告的多模态隐喻构建−以华为广告《悟空》为例[J]. 华侨大学学报(哲学社会科学版),2020(1):154-160. doi: 10.16067/j.cnki.35-1049/c.2020.01.015
[25]	董梅,袁小陆. 多模态审美批评话语分析框架建构研究[J]. 外语教学,2021,42(1):77-82. doi: 10.16362/j.cnki.cn61-1023/h.2021.01.014
[26]	张震,石逸群. 人类命运共同体视域下全球环境治理的制度更新及完善探究[J]. 河南社会科学,2022,30(4):46-54. doi: 10.3969/j.issn.1007-905X.2022.04.006