An Analysis of the Promotional Video Beyond Words: Chinese Calligraphy from the Perspective of Visual Grammar

This study adopts Kress and van Leeuwen’s Visual Grammar Theory as the framework, using the promotional video Beyond Words: Chinese Calligraphy as the corpus. With ELAN 6.9 software, the visual modalities are systematically annotated. Combining qualitative and quantitative methods, the study examines how the video constructs the cultural significance and dissemination strategy of Chinese calligraphy through Representational, Interactive, and Compositional Meanings. Findings show that in Representational Meaning, the video highlights the dynamic aesthetics of calligraphy through Action Processes, conveys the literati spirit via the arrangement of works, and reflects historical depth through Conceptual Representation. For Interactive Meaning, the use of images without eye contact maintains objectivity, while Extreme close-ups emphasize the subject. Alternating Low and High angles enhance spatial expression, and High Modality reinforces calligraphy’s vitality. In Compositional Meaning, the structured arrangement of calligraphic elements distinguishes information salience, combining the integration of visual design with cultural presentation.