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Scirj, Volume XI [2024]
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Scirj Volume X, Issue VIII, August 2022 Edition
ISSN: 2201-2796

A Study on The Construction of Multimodal Eco-Aesthetic Framework

Jie Bai, Zihan Chen, Lixin Zhang

Abstract: Based on the interpretation of the construction of ecological civilization during the 14th Five-Year Plan period and the 6th Plenary Session of the 19th Central Committee, this research investigates the possibility of the cooperation between multimodal discourse analysis (MDA) with aesthetic linguistics. From the perspective of Eco-aesthetics, this paper tries to construct a multimodal Eco-aesthetic analysis framework, pays attention to the Eco-aesthetic experience of multimodal symbolic images to information receivers, and finds aesthetic inspiration that is more suitable for information receivers, and interpret new energy from different angles. Then, this paper takes the advertisements of 2021 BYD new energy vehicles and Lixiang ONE vehicles as examples to make Eco-aesthetic from the two directions of non-verbal symbols (representational meaning, interactive meaning and compositional meaning) and linguistic symbols (conceptual function, interpersonal function, textual function), and tries to make Eco-aesthetic evaluation. Finally, this paper attempts to convey the concept of sustainable development of low-carbon, green and environmental protection to readers, and calls on more auto brands to take on the social responsibility that enterprises should take, so as to inject new strength into the new pattern of China industrial development of mutual integration, symbiosis and win-win cooperation.

Reference this Paper: A Study on The Construction of Multimodal Eco-Aesthetic Framework by Jie Bai, Zihan Chen, Lixin Zhang published at: "Scientific Research Journal (Scirj), Volume X, Issue VIII, August 2022 Edition, Page 1-7 ".

Search Terms: Multimodal discourse analysis (MDA), Eco-aesthetics, visual grammar, new energy vehicle advertisements

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