多模态话语分析视角下的中国动画电影预告片——以《长安三万里》为例

Chinese Animated Film Trailers from the Perspective of Multimodal Discourse Analysis—A Case Study of Chang An

摘要: 随着信息技术的发展和传播媒介的多样化，人类交际方式逐渐由以语言为中心转向多种符号资源协同运作的多模态交流。传统话语分析主要聚焦语言本身，在解释图像、声音、动画等非语言符号的意义建构方面存在明显不足。多模态话语分析理论的提出与发展，为研究复杂的现代语篇提供了新的视角。电影预告片作为一种典型的多模态文本，融合了视觉、听觉与语言等多种模态，在电影宣传和文化传播中发挥着重要作用。然而，现有研究多集中于静态文本或教育语境，对动态影像，尤其是电影预告片的系统分析相对不足。基于此，文章采用多模态话语分析的理论框架，借助ELAN软件，对中国风动画电影《长安三万里》预告片进行案例研究。通过定量与定性相结合的方法，分析预告片中不同模态的呈现方式及其协同关系，探讨多模态话语如何共同建构电影主题与文化意义。研究旨在拓展多模态话语分析在动态语篇中的应用范围，并从跨文化传播视角揭示中国风动画电影预告片在中国文化形象建构中的独特价值。

Abstract: With the development of information technology and the diversification of communication media, human interaction has gradually shifted from a language-centered mode to multimodal communication in which multiple semiotic resources operate in coordination. Traditional discourse analysis has mainly focused on language itself and shows clear limitations in explaining meaning-making through non-linguistic symbols such as images, sound, and animation. The emergence and development of multimodal discourse analysis provide a new perspective for the study of complex modern discourse. As a typical multimodal text, film trailers integrate visual, auditory, and linguistic modalities and play a crucial role in film promotion and cultural communication. However, existing studies have largely concentrated on static texts or educational contexts, while systematic analyses of dynamic audiovisual materials—particularly film trailers—remain relatively limited. Against this background, this study adopts a multimodal discourse analysis framework and conducts a case study of the trailer for the Chinese-style animated film Chang An with the assistance of ELAN software. By combining quantitative and qualitative methods, the study examines the modes of representation and their interactions within the trailer, exploring how multimodal discourse jointly constructs the film’s themes and cultural meanings. The study aims to expand the application of multimodal discourse analysis to dynamic discourse and to reveal, from a cross-cultural communication perspective, the unique role of Chinese-style animated film trailers in the construction of Chinese cultural imagery.