International Journal of Education

As my country gradually enters the center of the world stage, urban construction also presents a new face with each passing day, and each city begins to pay attention to the promotion of its own image gradually during the development process. The city publicity film promotes the city culture through multi-modal selection and collaboration among the modes, displays the cultural heritage, shapes the city image, and enhances the "soft power" of the city culture. This article is based on Hallidays systematic functional grammar, and uses Kress & Van Leeuwens visual grammar as the theoretical framework to conduct multimodal discourse analysis on urban publicity films with a view to digging out the reproducible, interactive and compositional meanings in urban publicity films to reveal visual modalities The method of interacting with language modalities to form multimodal discourse meanings, pointing out that analyzing and interpreting the structure of multimodal meanings contributes to a deeper understanding of the connotation of urban publicity films.

Multimodal discourse; Visual grammar; Urban promo