Global Journal of Human Social Science, G: Linguistics and Education, Volume 23 Issue 3

c) Research Procedure The study starts with figuring out the different modes in Apple Event 2018, then according to Zhang Delu's definition of the intermodal relationship between different modes, identify and determine the relationship between different modes of the launch part of iPhone in the product release conference of Apple.Besides, based on the first two stages, how different models interact and cooperate with each other to generate interpersonal meaning during period of the Apple's product launch conference will be further discussed. Figure 3.3: Synthetic Theoretical Framework for Multimodal Discourse Analysis d) Data Collection and Analysis The corpus was selected from the 2018 Apple product launch event once a year in autumn, and the selected new product launch event was obtained from the Apple official from YouTube. At the same time, the computer screenshot function was employed to capture videos and pictures containing multi-modes, and Xunfei listening software was used to convert video track into text, which constituted the corpus of thisstudy. The corpus selected in this paper is a dynamic multimodal corpus of about one hour and five minutes long (37'02"—1h 41'55") from Apple's press conference on September 13, 2018, which includes audio, video and spoken demonstration. IV. R esults and D iscussion a) Distribution of Different Modes in Apple Product Launch Conference 2018 The following table is the data collected through the corpus. Table 4.1: Frequency of Different Mode In the Product Launch Conference, the interaction and cooperation of the visual modes and the auditory modes are impotant and indispensable. In the whole process, the oral presentation is in the dominant place, which is the primary sector and mode in terms of quantity and quality. Besides, there are a few music to support the effect of the auditory modes. The visual modes mainly have their impact on the conference through the means of texts, pictures and videos. And the visual modes have two effects to auditory modes: first, they point out the essential part of the conference to make the key information moreexplicit; second, they complement the auditory modes to make up some absent and ambiguous informationto the audience. b) Different Modes’ Relations in Apple Product Launch Conference i. Combination of Different Modes in Apple Product Launch Conference In this corpus, there are text, pictures and video (animation) belonging to the visual mode, as well as music and oral presentation belonging to the auditory mode. Therefore, there would be 21 types of combinations of these five mediums. Volume XXIII Issue III Version I 84 ( ) Global Journal of Human Social Science - Year 2023 G © 2023 Global Journals A Study of Different Modes’ Synergy from the Perspective of Multimodal Discourse: Taking Apple Product Launch Conferences as an Example