A video commercial is a multimodal discourse that integrates multiple elements such as text, images, sounds, colors, and spatial layout. In recent years, China and Kazakhstan have become increasingly frequent in exchanges, and this study is of great significance to promoting the good-neighborly and friendly development of the two countries. Based on the theoretical framework of visual grammar of Kress and Van Leeuwen, this study adopts the method of qualitative and quantitative analysis , and explores how the multiple modalities in the video commercial integrate national culture into video from three aspects: representational meaning, interactive meaning and compositional meaning, so as to provide reference for international commercial advertising communication.

Multimodal discourse analysis;Coca-Cola video commercial;Visual grammer;Qualitative and quantitative analysis

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DOI： https://doi.org/10.62639/sspjiss30.20250203

Published： 2025