多模态话语分析视角下视频广告中距离感的建构——以小罐茶和Newby Teas为例

Distance Construction in Video Advertisements from a Multimodal Discourse Analysis Perspective—The Cases of Xiaoguan Tea and Newby Teas

摘要: 品牌传播是国际传播的重要组成部分，其核心不是信息输出，而是受众信任的建构。本文以小罐茶与Newby Teas的视频广告为研究对象，在系统功能语法和视觉语法的指导下，探讨中英茶叶品牌如何通过语言、视觉与听觉模态调节与观众之间的“距离感”。研究发现，小罐茶和Newby Teas分别形成了以权威导向与体验导向为特征的距离建构路径，进而产生不同的受众信任模式。本研究为茶叶这类强文化属性产品的跨文化传播带来启示，有助于品牌协调传统叙事与现代形象之间的张力。

Abstract: Brand communication constitutes a vital part of international communication; its core lies not in the dissemination of information, but in the building of consumer trust. Taking the video advertisements of Xiaoguan Tea and Newby Teas as the subject of this study, and guided by Systemic Functional Linguistics and visual grammar, this paper explores how Chinese and British tea brands regulate the “sense of distance” between themselves and their audiences through linguistic, visual and auditory modalities. The findings reveal that Xiaoguan Tea and Newby Teas have respectively developed distance-construction pathways characterized by an authority-oriented and an experience-oriented approach, thereby generating distinct patterns of consumer trust. This study offers insights into the cross-cultural communication of products with strong cultural attributes like tea, helping these brands navigate the tension between traditional narratives and a modern image.