Comparative Study of Multimodal Discourse Analysis: Focusing on Nike Advertisement Images in USA and China

Q: What does this research mean for the field?

Nike employs differentiated multimodal advertising strategies in the USA and China by adapting its visual composition and linguistic appraisal to align with each country's cultural context, emphasizing personal narrative and logical delivery in the US versus collective narrative and symbolic prominence in China. Novelty: ClaimNovelty.INCREMENTAL. Consensus alignment: ConsensusAlignment.NEUTRAL.

Fuzhu Zou; Jeonghan Han

doi:10.20405/kl.2026.05.111.283

May 26, 2026Korean Linguistics

Comparative Study of Multimodal Discourse Analysis: Focusing on Nike Advertisement Images in USA and China

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Key Points

This research aims to analyze the discourse strategies used in Nike advertisements on social media in the USA and China, highlighting cultural differences.
Utilized visual grammar by Kress & van Leeuwen for image analysis.
Employed evaluation theory by Martin & White for analyzing advertising copies.
Selected a total of 18 images and 20 advertising copies for comparative analysis.
USA emphasizes logical information delivery, while China highlights heroic and symbolic aspects.
American advertisements focus on personal narratives, contrasting with China's emphasis on collective narratives.
Interaction in US ads prioritizes empathy and action, whereas China's ads stress authority and heroism.

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Implication

Comparative study analyzes advertisement strategies of Nike in USA and China, revealing cultural differences in messaging.

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Zou et al. (2026) studied this question.

synapsesocial.com/papers/6a17daca3fad632b0f9d7c64 https://doi.org/10.20405/kl.2026.05.111.283

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Comparative Study of Multimodal Discourse Analysis: Focusing on Nike Advertisement Images in USA and China

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Cite This Study

Comparative Study of Multimodal Discourse Analysis: Focusing on Nike Advertisement Images in USA and China

Key Points

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