A multimodal discourse analysis of the first promotional video in #this is Egypt campaign

Abstract EN

This paper investigates, from a multimodal perspective, the effectiveness of the first promotional video in #This is Egypt tourism campaign which has been launched in 2016 by the Egyptian tourism ministry as a mean of developing tourism industry in Egypt.

The study also aims to examine the interconnection of different modes of communication such as image, music , typography and color through applying Kress and Van Leeuween’s (2006) theory of visual grammar , David Machin's (2010) theatrical framework of analyzing sound and typography and Van Leeuween's (2002) taxonomy of color.

Results suggest that the deployment, interconnection and complementation of the four modes contribute to the success of the video.

Narrative processes, conceptual processes, close shots, frontal horizontal and vertical images, high modality, fully saturated and bright colors, low and quick rhythm and narrowed, heavy and upright subtitles construct a picturesque image of Egypt as a great country with a magnificent culture and great history.