IJLLC | Multimodal Discourse Analysis of the Promotional Film Countdown: Beginning of Spring for the Opening Ceremony of Beijing Winter Olympics

Indexing and Abstracting

Multimodal Discourse Analysis of the Promotional Film Countdown: Beginning of Spring for the Opening Ceremony of Beijing Winter Olympics

Yuehua Lu

International Journal of Language, Literature and Culture (IJLLC), Vol-4,Issue-4, July - August 2024, Pages 17-29, 10.22161/ijllc.4.4.3

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Article Info: Received: 22 May 2024, Received in revised form: 28 Jun 2024, Accepted: 07 Jul 2024, Available online: 15 Jul 2024

Abstract:

The promotional film “Countdown: Beginning of Spring” presented at the opening ceremony of the 2022 Beijing Winter Olympics is a typical example of disseminating Chinese culture and shaping the image of China on the international platform. This paper takes the promotional film as the research object and explores the meaning of 24 solar terms in the film from the perspective of Multimodal Discourse Analysis. Apart from the elements of the Winter Olympics, the short film also vividly reflects the characteristics of the solar terms, the connotation of traditional Chinese culture and the national image of harmony between man and nature through visual, audio and text resources.

Keywords:

Multimodal Discourse Analysis; Visual Grammar; promotional film; 24 solar terms; 2022 Beijing Winter Olympics

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