The Construction of Chineseness in BYD Car Advertisements
Article Sidebar
Main Article Content
Abstract
This study analyzes BYD automobile advertisements to investigate the strategies employed in constructing representations of Chineseness through multimodal elements, including visuals, sound, and text. Drawing on the frameworks of Kress and van Leeuwen’s Visual Grammar and Barthes’s theory of myth, the research examines ten advertisements disseminated via digital media between 2022 and 2024. The analysis reveals three dimensions of meaning-making: (1) Representational meaning, in which narratives of traditional Chinese values are linked to the modern automobile; (2) Interactive meaning, where visual techniques such as visual contact, social distance, and point of view are used to engage viewers and convey cultural identity; and (3) Compositional meaning, through which the overall layout and arrangement of visual elements contribute to a cohesive representation of Chineseness. The findings identify three dominant representations of Chineseness constructed in BYD advertisements: (1) Chineseness is characterized as a modern creator; (2) Chineseness is represented as unity; and (3) Chineseness is portrayed as global.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
ภัทรพงศ์ คงวัฒนา. (2559). การศึกษาสัญญะความเป็นชายผ่านโฆษณาเครื่องสำอางผู้ชายในจีน. วารสารจีนศึกษา, 9(1), 143-170.
ภัทรพงศ์ คงวัฒนา. (2566). วาทกรรมวิเคราะห์: ว่าด้วยประเด็นการรวมชาติจีน-ไต้หวันของประธานาธิบดีสีจิ้นผิง. วารสารอักษรศาสตร์และไทยศึกษา, 46(2), 1-18. https://doi.org/10.69598/artssu.2024.2825
ทิสวัส ธำรงสานต์. (2557). รื้อสร้างสัญญะ “เวลา” ในวรรณกรรมซีไรต์เรื่อง “เวลา” ของ ชาติ กอบจิตติ. วารสารอักษรศาสตร์ มหาวิทยาลัยศิลปากร, 36(1), 176-203.
Bai, J., Chen, Z., & Zhang, L. (2022). A study on the construction of multimodal eco-aesthetic framework. Scientific Research Journal, 10(8), 1-7.
Barthes, R. (1991). Mythologies (A. Lavers, Trans.). Farrar, Straus and Giroux. (Original work published 1972).
CNBC. (2024, January 4). Musk once laughed off BYD as a threat. Now the Chinese giant has taken Tesla’s EV crown — here’s how. https://www.cnbc.com/2024/01/05/how-byd-grew-from-a-phone-battery-maker-to-ev-giant-taking-on-tesla.html
Daxue Consulting. (2023, November 28). Guochao 3.0: Chinese cultural renaissance in consumer trend. Daxue Consulting. https://daxueconsulting.com/guochao-cultural-confidence-in-china/
Kress, G. & van Leeuwen, T. (2006). Reading Images: The Grammar of Visual Design (2nd ed.). Routledge.
Li, H. (2016). Advertising and Consumer Culture in China. Polity Press.
Li, W., Yang, M., & Sandu, S. (2018). Electric vehicles in China: A review of current policies. Energy & Environment, 29(8), 1512-1524.
Lu, Z. (2020). A multi-modal discourse analysis on D&G’s advertisements. International Journal of Languages, Literature and Linguistics, 6(2), 99-102.
Ma, R., & Wang, X. (2024). Beyond gender: The evolving significance of pink in the contemporary marketing. Sustainable Economies, 2(3), 168, 1-10. https://doi.org/10.62617/se.v2i3.168
Rofel, L. (2007). Desiring China: experiments in neoliberalism, sexuality, and public culture. Duke University Press.
Timmerman, J. (2015). Guan Yu’s life after death: The religious and literary images of the Three Kingdoms hero Guan Yu [Master’s thesis, Leiden University]. Leiden University Repository. https://studenttheses.universiteitleiden.nl/handle/1887/36005
Yao, Y. & Zhuo, Y. (2018). A multimodal discourse analysis of the promotional video of Hangzhou. English Language Teaching, 11(10), 121-131. https://doi.org/10.5539/elt.v11n10p121
Zhao, X., Li, X., Jiao, D., Mao, Y., Sun, J., & Liu, G. (2024). Policy incentives and electric vehicle adoption in China: From a perspective of policy mixes. Transportation Research Part A Policy and Practice, 176, Article 104235. https://doi.org/10.1016/j.tra.2024.104235
Jun’s car vision. (2024, February 7). 精编｜手握梦想一路向前 比亚迪《手》[Video]. Bilibili. https://www.bilibili.com/video/BV17C41147hi/?spm_id_from=333.1387.search.video_card.click
BYD. (2022, December 15). 《为梦想, 一路向前》| 比亚迪梦想大片上线！[Video]. Bilibili. https://www.bilibili.com/video/BV1Te4y1K71G
BYD. (2023a, April 6). 比亚迪汉车主故事「志若钧雷」[Video]. Bilibili. https://www.bilibili.com/video/BV1oL41117YW
BYD. (2023b, July 3). 中国品牌,有多难就多敢 [Video]. Bilibili. https://www.bilibili.com/video/BV1rz421z7pe
BYD. (2023c, August 9). 比亚迪第500万辆新能源汽车下线, 邀您一同见证, 共启故事新篇章！[Video]. Bilibili. https://www.bilibili.com/video/BV1Z44y1F7Q1
BYD. (2023d, August 9). 在一起, 才是中国汽车！｜比亚迪第500万辆新能源汽车下线 [Video]. Bilibili. https://www.bilibili.com/video/BV178411R7ss
BYD. (2023e, December 22). 《风起大唐》阴山故事 [Video]. Bilibili. https://www.bilibili.com/video/BV1Z64y1p7Uc
BYD. (2024, July 25). 宋若繁星, 点亮世界 [Video]. Bilibili. https://www.bilibili.com/video/BV1JE4m1d725
Qiushi 求是. (2023, August 31). 习近平: 在文化传承发展座谈会上的讲话. 新华社. http://www.news.cn/2023-08/31/c_1129837816.htm
Tian Hailong, & Zhang Xiangjing 田海龙, 张向静. (2013). 图像中的意义与媒体的意识形态: 多模态语篇分析视角. 外语学刊, 2, 1-6.
Xie Honghai 谢红海. (2024). 跨学科视角下的多模态话语分析: 理论、方法与实践. 现代语言学, 12(8), 750-758. https://doi.org/10.12677/ml.2024.128747
Xinpianchang 新片场. (2023, May 25). BYD仰望云辇系统-《舞狮》[Video]. https://www.xinpianchang.com/a12530679?searchKw=byd%20dmi
Yiguanggao 壹广告. (2022, October 26). 关二爷都请出来了, BYD比亚迪汉广告宣传片《想学我?》系列创意搞笑广告 [Video]. Bilibili. https://www.bilibili.com/video/BV1we4y1E73G/
