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

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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

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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

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References(26)

References

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