星巴克品牌在中国市场的身份建构研究——基于ELAN的多模态话语分析

A Study on the Identity Construction of the Starbucks Brand in the Chinese Market —A Multimodal Discourse Analysis Based on ELAN

摘要: 星巴克作为国际咖啡品牌的代表，其在中国市场的品牌身份建构具有重要研究价值。本文基于张德禄多模态话语分析理论框架，运用ELAN6.9软件对星巴克三支广告样本进行模态解构，从表达层、意义层、语境层和文化层四个维度展开系统分析，并根据陈新仁的身份建构理论探索其品牌身份。研究发现，星巴克通过多模态话语分析策略构建了复合品牌身份，其多模态协同机制为跨国品牌提供了本土化传播范式，对全球化语境下的跨文化品牌传播具有实践启示。

Abstract: As a representative international coffee brand, Starbucks’ brand identity construction in the Chinese market holds significant research value. Grounded in Delu Zhang’s theoretical framework of multimodal discourse analysis, this study employs ELAN6.9 software to deconstruct three Starbucks advertisement samples. A systematic analysis is conducted from the aspects of expression, meaning, context, and culture. Furthermore, drawing upon Xinren Chen’s theory of identity construction, the brand identity is explored. The findings reveal that Starbucks constructs a composite brand identity through multimodal discursive strategies. Its multimodal synergy mechanism provides a localization communication paradigm for transnational brands, offering practical implications for cross-cultural brand communication within the globalized context.