Commercial for Chinese and Foreign Brand Jewelry from Perspective of Aural Grammar: The Case of Chow Tai Fook, Cartier and Tiffany

In the context of globalization, commercials have been a significant tool to release information and promote products. Commercials also act as a fantastic appeal to customers and have great influence on them simply by express their ideas spread the brand culture. Composed of images, words and sounds together, commercial is a representative genre for multimodal discourses. How to read multimodal discourses, especially the aural modality in them, and explore its working mechanism in meaning construction as well as in its synergism with other modalities, are the focus of this study. The papers, with the help of COOL EDIT PRO, carries out a visualized analysis on the aural modality of three commercials for Chinese and foreign brand jewelry from the perspective of the aural grammar proposed by Van Leeuwen in Speech, Sound, Music, finding that aural modality in commercials coordinate with visual and verbal modality to construct meaning, captivate customers' attention, strengthen meaning and set the atmosphere.