PBESProceedings of Business and Economic Studies2209-26412209-265XBio-Byword Scientific Publishing Pty. Ltd.10.26689/pbes.v7i2.6796ArticleThe Discourse-Historical Approach of Identity Construction in Corporate Promotional Videos for External Publicity Image https://artdesignp.com/journal/PBES/7/2/10.26689/pbes.v7i2.6796WangXiaodong,YuJing2024722024-04-29Corporate identity construction of external publicity image is an important part of the development of enterprises. Based on Wodak’s discourse-historical approach, this study takes the text of COFCO’s English promotional video as the research object, analyzes the corporate brand image, media image, organizational image, and environmental image constructed by the enterprises from three steps: linguistic expression, discourse strategy, and theme to provide references for Chinese enterprises to enhance their international influence.

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