The Discourse-Historical Approach of Identity Construction in Corporate Promotional Videos for External Publicity Image

Corporate identity construction of external publicity image is an important part of the development of enterprises. Based on Wodak’s discourse-historical approach, this study takes the text of COFCO’s English promotional video as the research object, analyzes the corporate brand image, media image, organizational image, and environmental image constructed by the enterprises from three steps: linguistic expression, discourse strategy, and theme to provide references for Chinese enterprises to enhance their international influence.

References

Devereux L, Melewar TC, Dinnie K, et al, 2020, Corporate Identity Orientation and Disorientation: A Complexity Theory Perspective. Journal of Business Research, 109: 413–424. https://doi.org/10.1016/j.jbusres.2019.09.048

Wodak R, 2011, Language, Power and Identity. Language Teaching, 45(2): 215–233. https://doi.org/10.1017/S0261444811000048

Sun X, Wang M, He X, 2020, A Study of the Pragmatic Identity Construction of Energy Enterprise from the Perspective of Attitude System. Journal of China University of Petroleum (Social Sciences Edition), 36(5): 27–33.

Yang M, Shi Y, 2021, Discourse Construction of American “Legitimization” in the US-China Trade War: A Corpus-Based Discourse-Historical Analysis. Foreign Languages Research, 38(3): 7–13.

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