International Image Building of Petroleum Enterprises——A Visual Grammar Analysis of Fueling for a Better Life
Promotional videos of petroleum companies are one of the main ways to spread companies'philosophy and build their international images.Based on visual grammar theory,the study takes Sinopec's English promotional image video Fueling for a Better Life on the official websiteas the example.The usage of different modes as well as visual elements is counted to explore the multimodal strategies of Sinopec's image to explores the petroleum company's international image construction strategies.We found that through representation,interaction,composition meaning,Sinopec successfully creates a green,innovative,and caring image under the collaboration of multimodalities such as pictures,text,music,and movements.However,the international elements are insufficiently presented,international charity activities are not involved,the promotional language is limited to English,and audience interaction is rarely considered.We propose that petroleum companies coordinate the use of multimodalities including text and images to display more international elements such as foreign scenes,overseas projects,and international cooperation.More different languages should be used to establish audience interaction.By telling brand stories well,the international image of inclusiveness,reciprocity,responsibility,dedication,and sustainability will be constructed.
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