The Invisibility of Energy:Critical Perspective on Consumption Culture in New Energy Vehicle Advertising Narratives
Social media has become a new marketing platform for automotive advertising,owing to changes in advertisement narratives with the advancement of mobile internet.This paper integrates multimodal critical discourse analysis with narrative analysis to construct a comprehensive framework of multimodal advertising discourse narrative analysis.Specifically,a corpus of advertisements for traditional cars and new energy vehicles on social media is employed to contrast their narratives for further exploration of the expression of"ener-gy"as a discourse theme to examine the implied automotive consumption culture.The study has found that the underlying logic of the new energy vehicle advertisements,which tell the story of obtaining a better life and elite identity through car consumption with a deli-cate intertextual narrative,remains the same as that of the traditional automobile advertisements,namely the desire-driven identity con-sumption practice.Thus the concept of"energy"in the narratives is invisible under marketing attributes as a commercial symbol.The new energy vehicles in the advertisements are constructed as symbols of ideal life and elite status and propagandized as a means of iden-tity definition and self-expression under the domination of consumerism.Evidently,this kind of car consumption culture is decoupled from China's energy development plan in the new era.
new energy vehicle advertisingmultimodal critical discourse analysisnarrative analysisconsumption culture
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