TITLE:
A Comparative Analysis of Mobile Advertising from the Perspective of Visual Grammar—Take Huawei Mate 30 Series and iPhone 11 for Example
AUTHORS:
Yuxi Wang
KEYWORDS:
Visual Grammar, Mobile Advertising, Multimodal Discourse
JOURNAL NAME:
Open Access Library Journal,
Vol.7 No.6,
June
18,
2020
ABSTRACT: With the development of information, advertising discourse is no longer a single text mode, but is gradually replaced by multimodal discourse which integrates image, text, color, voice and so on. Mobile advertising has become a new favorite of the advertising industry. Because it can not only show the picture in a limited time, but also produce interactive significance, so as to achieve the publicity effect of the enterprise. Huawei Nate 30 series and iPhone 11 were released in the same period. The mobile phones of these two brands are very popular among the public, and their products are often compared. Therefore, this paper will focus on two advertisements from the perspective of visual grammar, and analyze the discourse behind the advertisements.