An Inter-Linguistic Analysis on Multimodal Coupling of German and Chinese Tourism Video Commercials – A comparative Study based on ELAN

and Jie LI

Abstract

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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Since its founding in 1956, Lebende Sprachen [Living Languages] has been the leading German journal for foreign languages in research and practice. It contains articles and reviews on language in general and also covers topics on specific languages and cultures, living languages and the life of language.

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