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With the rapid development of multimedia, Multimodal Discourse Analysis (hereafter referred to as MDA) has gradually entered people's vision. From the perspective of MDA, combining various modal resources, mining the interpersonal meaning hidden behind the texts and images has gradually become popular research in this field. In recent years, more and more companies try to expand into foreign markets, and so does the automobile industry. advertising one’s brand is one of the most important steps to entering a foreign market with different nationalities, cultures, customs and creeds. As a category of advertising, video ads can promote a brand efficiently because of their rich and various content as well as the novel form. Therefore, it will be of great significance to analyze English automobile video ads so that the domestic automobile industry can obtain some inspiration to make their video ads for foreign markets.

商务英语论文题目怎么写

1.2 Research rationale

The automobile industry has been one of the pillars of the economy in China after these years of development. As the quality of domestic automobiles is gradually improving, more and more Chinese automobile brands have begun to enter foreign markets. Advertising one’s brand is one of the most important steps when entering a new market. As a method of mass communication, advertising aims to spread information about a product or service. It can influence consumers' purchasing choices and finally persuade them to buy products. Compared with static print ads, video ads are dynamic and contain the sound mode on the basis of text and picture modes. They are more powerful to convey information with rich content and attractive form. Automobile video ads not only offer information about the product but also convey the ideology and brand value, etc. to audiences (Lu, 2011). These values can be communicated through interpersonal meaning and finally reach the goal of persuasion. After searching the video ads of major domestic automobile brands on YouTube, it is found that most domestic brands upload a few video ads to their official accounts, some of them even don’t have official accounts on this platform. Besides, the click rate of their video ads is less than 100,000 times and most of them are around 50,000 times. By contrast, the click rate of automobile brands selected in this paper is generally millions of times or even more than tens of millions. As mentioned above, advertising is the main way to enter new markets and broaden brand popularity. It is true that Chinese automobile brands enter the international market later than other famous foreign automobile brands, however, it also means that Chinese automobile brands need to expand their popularity abroad if they want to gain a foothold in the international market. Therefore, the thesis mainly chooses video ads of foreign automobile brands as samples.

CHAPTER 2 LITERATURE REVIEW

2.1 Previous studies on the interpersonal meaning of ads

As far as the theories used, previous studies in this field began with the proposition of SFL (hereafter refer to as SFL). The interpersonal meaning is a con本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。