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A CORPUS-ASSISTED MULTIMODAL APPROACH TO TOURISM PROMOTIONAL MATERIALS OF MACAO: a case study of three signature events
Lam Sut I
2021
Source PublicationMultimodal Approaches to Translation and Interpreting: With special reference to English-Chinese Cases
PublisherRoutledge
Pages168-191
Abstract

This chapter investigates the promotional materials of Macao with a case study of three signature events of the city. Drawing on Halliday’s ideational function of language and Kress and van Leeuwen’s visual grammar as the theoretical foundation, this study employs a corpus-assisted multimodal approach to examine the inter-semiotic translation from news release to videos. The study analyses of both verbal and visual resources of the selected materials to investigate the interplay between verbal and visual resources in contributing to the tourism image of Macao. Our findings show that with the verbal and visual realisation, Macao is transformed from a gaming city into a historical and cultural city with love, joy, and festivals, but shifts happen in the inter-semiotic translation process due to the different nature of the sorts of materials. Besides, the comparison of the verbal and visual realizations reflects the interplay between modes as having verbal and visual resources complementing each other’s role in shaping tourism image, though information loss happens in the inter-semiotic translation process. It is hoped that this study can set an example in the application of a corpus-assisted multimodal approach to translations investigation involving videos and the framework developed can be of help to better understand the linguistic configurations of verbal and visual modes of multimodal resources, especially videos.

KeywordMacao Tourism Image Videos Multimodal Corpus
Language英語English
ISBN9780367331962
The Source to ArticlePB_Publication
PUB ID52134
Document TypeBook chapter
CollectionUniversity of Macau
Corresponding AuthorLam Sut I
Recommended Citation
GB/T 7714
Lam Sut I. A CORPUS-ASSISTED MULTIMODAL APPROACH TO TOURISM PROMOTIONAL MATERIALS OF MACAO: a case study of three signature events[M]. Multimodal Approaches to Translation and Interpreting: With special reference to English-Chinese Cases:Routledge, 2021, 168-191.
APA Lam Sut I.(2021). A CORPUS-ASSISTED MULTIMODAL APPROACH TO TOURISM PROMOTIONAL MATERIALS OF MACAO: a case study of three signature events. Multimodal Approaches to Translation and Interpreting: With special reference to English-Chinese Cases, 168-191.
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