{"title":"利用多式联运做好广告——以汽车广告为例","authors":"Ruofan Yang","doi":"10.2991/ichssr-19.2019.123","DOIUrl":null,"url":null,"abstract":". In contemporary society, the strategy of multimodal communication has been adopted by more and more industries, including advertisements industry. In this paper, the author tries to use multimodal communication theories to analyze dynamic video advertisements. With the help of Systemic Functional Semiotics & Multimodal Interactional Analysis, resistance emotion of audiences could be reduced, the trust could be built and the persuasion effect could be improved in multimodal ways.","PeriodicalId":142146,"journal":{"name":"Proceedings of the 2019 5th International Conference on Humanities and Social Science Research (ICHSSR 2019)","volume":"15 1 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2019-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Making Better Advertisements with Multimodal Communication-Taking Car Advertisements as Samples\",\"authors\":\"Ruofan Yang\",\"doi\":\"10.2991/ichssr-19.2019.123\",\"DOIUrl\":null,\"url\":null,\"abstract\":\". In contemporary society, the strategy of multimodal communication has been adopted by more and more industries, including advertisements industry. In this paper, the author tries to use multimodal communication theories to analyze dynamic video advertisements. With the help of Systemic Functional Semiotics & Multimodal Interactional Analysis, resistance emotion of audiences could be reduced, the trust could be built and the persuasion effect could be improved in multimodal ways.\",\"PeriodicalId\":142146,\"journal\":{\"name\":\"Proceedings of the 2019 5th International Conference on Humanities and Social Science Research (ICHSSR 2019)\",\"volume\":\"15 1 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2019-05-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Proceedings of the 2019 5th International Conference on Humanities and Social Science Research (ICHSSR 2019)\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.2991/ichssr-19.2019.123\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Proceedings of the 2019 5th International Conference on Humanities and Social Science Research (ICHSSR 2019)","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.2991/ichssr-19.2019.123","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
Making Better Advertisements with Multimodal Communication-Taking Car Advertisements as Samples
. In contemporary society, the strategy of multimodal communication has been adopted by more and more industries, including advertisements industry. In this paper, the author tries to use multimodal communication theories to analyze dynamic video advertisements. With the help of Systemic Functional Semiotics & Multimodal Interactional Analysis, resistance emotion of audiences could be reduced, the trust could be built and the persuasion effect could be improved in multimodal ways.
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