Making Better Advertisements with Multimodal Communication-Taking Car Advertisements as Samples

摘要

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.