Region - Educational Research and Reviews

Since cooperate promotional videos are multi-modal in essence, their translation involves the meaning manifested by non-verbal modes like pictures and colors. Nowadays, most studies on corporate videos focus on the accurate transference of the notional meaning of the source text, without sufficient concern about the cultural elements in these videos, especially the cultural elements embodied in the visual images. Therefore, with Taiji Group of Chongqing as the example, this paper intends to explore the effective way to convey the cultural connotation and brand value of corporate videos, elaborating on how to handle the specific cultural elements presented by the words and pictures. The study may serve as reference for the promotional videos made by other enterprises with profound cultural deposits.