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视觉叙事分析框架下酒类品牌宣传片中 人际意义的构建——以五粮液和Johnnie Walker 为例

Interpersonal Meaning Construction in Liquor Brand Promotional Videos —A Case Study of Wuliangye and Johnnie Walker under Visual Narratives Analysis Framework

社会科学进展 / 2024,6(4)：1025-1034 / 2024-09-19 52 51

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• 作者： 王雨檬      张嘉怡      张鸣驰      刘心怡     
• 单位：

  华东理工大学外国语学院，上海

• 关键词： 视觉叙事分析框架；人际意义；中华老字号；品牌国际传播
• Visual narratives analysis framework; Interpersonal meaning; China time-honored brand; Brand international promotion
• 摘要： 品牌宣传片中人际意义的构建对其传播效果有重要影响，进而可以影响品牌形象的塑造和品牌理念的传递。本文在视觉叙事分析框架下，运用定量分析和定性分析相结合的方法，对五粮液和JohnnieWalker两大知名酒类品牌宣传片中的人际意义进行对比分析。研究发现，得益于聚焦系统、情感系统、氛围系统和视觉极差框架四大模块的综合运用，JohnnieWalker宣传片与观众的互动性更强。而五粮液宣传片互动性较低，在画面形式、内容选择等方面仍有较大提升空间。中华老字号向海外传播时，应加强宣传材料的人际意义构建，更加生动柔和地传达品牌的传统价值理念。
• Interpersonal meaning construction has an important impact on brand promotional videos’ communication effect, which can then influence the shaping of brand image and the transmission of brand concept. Under visual narratives analysis framework, this study compares the interpersonal meaning construction in the promotional videos of Wuliangye and Johnnie Walker, two well-known liquor brands, with the method combining quantitative and qualitative analysis. The study finds that Johnnie Walker’s promotional video has stronger interaction with the audience thanks to the comprehensive application of the four systems: focalisation, pathos, ambience and graduation, while Wuliangye’s promotional video gives people a relatively blunt and unnatural feeling, with a lot of room for improvement in the picture form and content selection. China time-honored brands should strengthen the interpersonal meaning construction in promotion materials and convey the traditional brand values more gently when they go into the international markets.
• DOI： https://doi.org/10.35534/pss.0604103
• 引用： 王雨檬，张嘉怡，张鸣驰，等．视觉叙事分析框架下酒类品牌宣传片中人际意义的构建——以五粮液和Johnnie Walker为例［J］．社会科学进展，2024，6（4）：1025-1034.