Comparative Analysis of City Image Promotional Videos of Two Places from the Perspective of Visual Narrative Theory

Abstract

Based on the visual narrative theory of Painter, this study focuses on Anhui global promotional video "Splendid Anhui welcoming the World" and Chengdu FISU Games promotional video " The Countdown to Chengdu 3000 Years". A multimodal comparative analysis is conducted on the two promotional videos from the perspectives of interpersonal meaning, conceptual meaning, and discourse meaning, in order to explore the images presented by promotional videos of different cities. It is recommended to increase emotional involvement in Anhui promotional videos, try to incorporate character stories, and use more intermediary perspectives to experience and feel the charm of the region from a micro perspective, because this visual narrative method is more likely to generate emotional collisions and sparks with the audience. Promotional videos should not only promote the hardware of a city or region, but most importantly, convey the cultural connotations, spiritual style, and life experience.