视觉叙事框架下的企业宣传话语的多模态分析——以农夫山泉官网为例

Multimodal Analysis of Corporate Promotional Discourse within the Framework of Visual Narratives—A Case Study of Nongfu Spring’s Official Website

摘要: 在当今新媒体环境下，多模态语篇，包括图像、视频和超链接等符号资源，已成为交流和传播的关键方式。本研究以Clear Painte，Jim Martin，和Len Unswort基于Kress与van Leeuwen的视觉语法理论进一步发展的视觉叙事框架为基础，深入探讨多模态话语在企业形象构建中的应用。本文通过分析农夫山泉官网上的图像、文本和布局等多种模态元素，从人际意义、概念意义和组篇意义三个层面，揭示这些元素如何共同作用于叙事构建和意义传达。研究表明，农夫山泉通过其网页的综合视觉和文本策略，有效地传递了品牌理念，塑造了其企业形象。此外，本文的分析也为理解多模态资源在现代企业沟通中的复杂互动提供了新的视角，展示了视觉叙事理论在实际应用中的广泛潜力。通过这一案例研究，我们不仅能够看到理论在实践中的具体运用，也对如何更有效地利用视觉和语言资源进行企业宣传提供了重要的洞见。

Abstract: In today’s new media environment, multimodal discourse, encompassing symbolic resources such as images, videos, and hyperlinks, has become a crucial mode of communication and dissemination. This study is grounded in the visual narrative framework developed by Clear Painte, Jim Martin, and Len Unsworth, which further builds on Kress and van Leeuwen’s theory of visual grammar. It explores the application of multimodal discourse in corporate image construction in depth. By analyzing various modal elements—including images, text, and layout—on the official website of Nongfu Spring, this paper reveals how these elements work synergistically at three levels: interpersonal meaning, conceptual meaning, and textual meaning, contributing to narrative construction and meaning conveyance. The findings indicate that Nongfu Spring effectively communicates its brand philosophy and shapes its corporate image through a comprehensive visual and textual strategy on its webpage. Furthermore, the analysis offers new insights into the complex interactions of multimodal resources in contemporary corporate communication, showcasing the extensive potential of visual narrative theory in practical application. Through this case study, we not only observe the concrete application of theory in practice but also gain important insights into how to utilize visual and linguistic resources more effectively for corporate promotion.