Multimodal Discourse of Corporate Public Service Advertisements: A Case Study of China UnionPay’s “The Fairy Tale of Poetry”

  •  Anqi Li    
  •  Yizhuo Li    
  •  Jiayi Zhang    
  •  Li Fan    


Multimodal discourse is a crucial method for presenting information in a comprehensive and impactful manner. Public service advertisements, in particular, employ multimodal discourse to convey distinct economic and social significance. This study examines the qualities and effectiveness of corporate public service discourse by analyzing China UnionPay’s public service advertisement “The Fairy Tale of Poetry”. The video is initially annotated using Elan. The video discourse analysis has three components: ideational meaning, interpersonal meaning, and textual meaning, which are all derived from Visual Grammar. The study of text conversation is thereafter conducted via LancsBox and Wordless. Several suggestions are put up to enhance the communication effectiveness of public service advertisements: Regarding video discourse, it proposes developing a strong connection between color, focus, and content. This may be achieved by employing visual storytelling strategies, such as altering backdrops, employing complete and metonymic representation, employing a chronological narrative, and integrating texts and pictures. Within the realm of verbal communication, the deliberate selection of sentence length and structure, together with the frequent use of significant words and the incorporation of a dialect, work together to highlight the significance of core ideas and evoke emotional resonance.

This work is licensed under a Creative Commons Attribution 4.0 License.
  • ISSN(Print): 1923-869X
  • ISSN(Online): 1923-8703
  • Started: 2011
  • Frequency: bimonthly

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