A Contrastive Study of Multimodal Advertising in China-foreign Automobile Enterprises and the Translation Strategies
Keywords:
auto enterprises; multimodal advertising; brand image; translation strategy;Abstract
China's automobile production and sales have ranked first worldwide for 12 consecutive years, but the automobile industry is still in an embarrassing situation of "big but not strong." Its brand value is much lower than that of the internationally renowned automobile manufacturers. The present study conducts a comparative and contrastive study of the design features, marketing techniques and creative strategies of graphic advertisements from the perspective of multimodality and design science, to help Chinese auto companies better understand the advertising design of international auto brands (including language-level rhetorical techniques and visual modal graphic design) and marketing strategies (brand highlighting, functional characteristics highlighting, and corporate social responsibility highlighting), and promote Chinese enterprises to build their brands and “go global.”
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