scholarly journals Cigarette advertisements: A systemic functional grammar and multimodal analysis

2019 ◽  
Vol 8 (3) ◽  
pp. 616
Author(s):  
Rizki Ananda ◽  
Siti Sarah Fitriani ◽  
Iskandar Abdul Samad ◽  
Andi Anto Patak
Keyword(s):  
Discourse Analysis ◽  
Functional Grammar ◽  
Systemic Functional Grammar ◽  
Multimodal Analysis ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Semiotic Resources ◽  
Symbolic Processes ◽  
Potential Customers

Drawing on a multimodality theory, this study attempted to investigate the various semiotic resources utilized by a giant Indonesian cigarette company, Sampoerna, and explore how these resources communicate meanings or messages in its billboard advertisements to persuade its potential customers to buy the product. The data were analyzed using Halliday’s systemic functional grammar focusing on ideational meta-function or also known as a representational function in multimodal discourse analysis. The findings revealed that the billboard advertisements were designed to persuade the audience to buy the advertised products implicitly through representational functions attained using narrative and conceptual processes. Whereas the former was realized by employing its typical sub-processes, actional and reactional processes, the latter employed its sub-processes such as classificational, analytical, and symbolic processes. Implicationally, this study has illuminated the possible application of systemic functional grammar within multimodal discourse analysis domain to investigate implicit message(s) conveyed by an advertisement.

scholarly journals CRITISISM OF CULTURE AT DAGADU PRODUCT COMPANY A CRITICAL MULTIMODAL DISCOURSE ANALYSIS

2019 ◽  
Vol 4 (2) ◽  
pp. 110
Author(s):  
Ari Nur Widiyanto ◽  
Sigit Ricahyono
Keyword(s):  
Discourse Analysis ◽  
Cultural Value ◽  
Functional Grammar ◽  
Generic Structure ◽  
Systemic Functional Grammar ◽  
Multimodal Discourse Analysis ◽  
Visual Elements ◽  
Multimodal Discourse ◽  
Descriptive Qualitative

<p>Dagadu Djokja is one of the icons Yogyakarta which provides various souvenirs typical of Yogyakarta such as t-shirts, batik, handicrafts and others. One product that is in demand by tourists is the shirt, because the shirt Dagadu has unique characteristics that are of cultural value delivered. In this study will analyze Dagadu products in terms of verbal and visual elements as well as explore the culture found on the shirt Dagadu.The approach of this study is descriptive qualitative. The type of this study is document research. The data of this research takes from <a href="http://www.Dagadu.co.id">www.Dagadu.co.id</a>. In this study, the researcher uses the Systemic Functional Grammar to analyse the verbal elements, the Generic Structure Potential to analyse the visual elements and the Iceberg Model to analyse the culture reflected in dagadu product.</p>

scholarly journals A Multimodal Discourse Analysis of Incognegro (2008)

2021 ◽  
Vol 7 (4) ◽  
pp. 171-176
Author(s):  
Marilyn M. Albert ◽  
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Graphic Novels ◽  
Critical Discourse ◽  
Human Beings ◽  
Dominant Group ◽  
Functional Grammar ◽  
Systemic Functional Grammar ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse

This study attempts to conduct a multimodal discourse analysis (MDA) of Incognegro (2008), a graphic novel by Mat Johnson and arts by Warren Pleece, by applying Michael Halliday’s theory of the Systemic Functional Grammar (SFG) (1994) for the written texts, i.e. the captions found on the images, and Gunther Kress and Theo van Leeuwen’s Grammar of Visual Design (GVD), or what has been recently called Systemic Functional Multimodal Discourse Analysis (SF-MDA) (1996) for the images themselves. The study employs, as well, Teun A. van Dijk’s modal of Critical Discourse Analysis (CDA) (2004), in which power, racism, segregation, oppression, ethnicity, inequality, discrimination, identity, superiority, inferiority, dominant groups, and dominated groups are being analyzed. The study aims at showing the inequality, the oppression, the racial discrimination, and the exercised power Negroes previously suffered (1930s) in America, the land of freedom, and how this suffering is depicted through graphic novels for historical documentation. The study shows that the Whites considered themselves the dominant group, whereas the Negroes were treated as slaves, not even equal to human beings, and hence are recognized to be the oppressed and the dominated group.

College disability support offices as advertisements: A multimodal discourse analysis

2020 ◽  
pp. 146144562096692
Author(s):  
So Yoon Kim
Keyword(s):  
Higher Education ◽  
Discourse Analysis ◽  
Students With Disabilities ◽  
Higher Education Institutions ◽  
Genre Analysis ◽  
Multimodal Discourse Analysis ◽  
College Community ◽  
Multimodal Discourse ◽  
Disability Support ◽  
Semiotic Resources

This study examined the disability support offices (DSOs) websites of twelve US higher education institutions (HEIs) anchored in multimodal discourse analysis and genre analysis to examine how semiotic resources are deployed to describe DSO services on their websites and to determine the discursive functions of advertisement they perform. The DSO websites were within four clicks from HEI homepages but had inconsistent navigation paths, making it difficult to reach DSO websites. DSO websites were foregrounding promoting and branding the institutions rather than presenting the information about the services offered. This is achieved by using multimodal promotional rhetoric such as: (a) situating accessibility as central commodifiable attribute, (b) promoting the value of accessibility, (c) establishing the superiority of the institution, (d) constructing images of students with disabilities as empowered but dependent upon the DSO, and (e) situating students within a college community. Implications for DSO websites functioning as advertisements are also discussed.

Branding City Destinations

2019 ◽  
Vol 15 (3) ◽  
pp. 379-410 ◽  
Author(s):  
Qian Wang ◽  
Dan Zhang
Keyword(s):  
City Branding ◽  
Functional Grammar ◽  
Systemic Functional Grammar ◽  
Visual Discourse ◽  
Multimodal Discourse ◽  
Construction Of Meaning ◽  
Semiotic Resources ◽  
Global Arena ◽  
The City

Abstract City branding brings immense benefits for megacities to gain international prestige in an increasingly competitive global arena. City publicity films, as an effective method for selling the city through online dissemination, could reach and influence a wider audience. However, the deployment of different semiotic resources in the branding discourse in city publicity films remains under-explored, and in particular, the role of cultural attributes in the construction of meaning in the discourse of city branding through linguistic and nonverbal modalities remains unknown. This paper, drawing on theories of systemic functional grammar and visual grammar, examines the multimodal discourse of publicity films of Beijing and London in terms of representational and interactive meanings achieved through various semiotic resources. It is found that, in verbal and visual discourse, both films share similarities regarding enhancing persuasiveness via emotional branding but exhibit differences regarding how to achieve persuasiveness through different semiotic resources that co-construct meaning. The Beijing publicity film blends functional and emotional values while the London publicity film is prone to being more functional. In addition, possible reasons for the differences observed are discussed.

Multimodal Humor in Plenary Lectures in English and in Spanish

2016 ◽  
Vol 5 (1) ◽  
Author(s):  
Inmaculada Fortanet-Gómez ◽  
Noelia Ruiz-Madrid
Keyword(s):  
Discourse Analysis ◽  
Theoretical Model ◽  
Foreign Language ◽  
Academic Discourse ◽  
Plenary Lecture ◽  
Human Interaction ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Semiotic Resources

AbstractHumor is present in most instances of human to human interaction and has often been studied by discourse analysis (Long and Graesser 2009). These studies have taken several perspectives but have often ignored the multimodal aspect of humor even more if the genres selected have been in oral academic discourse. In this paper we focus on a genre that has rarely been studied, the conference plenary lecture. Taking as a theoretical model Multimodal Discourse Analysis (MDA) we look at the semiotic resources employed by two senior researchers: one Spanish, Dr. Jose Manuel Blecua and one British, Dr David Crystal. They were plenary speakers in two different conferences. In their speeches Dr. Blecua dealt with Spanish as a Foreign language and Dr. Crystal with English as a Foreign language. Although there does not seem to have been any point of contact between them, their lectures show a number of similarities especially with regard to the semiotic resources they use in order to produce humor.

scholarly journals Multimodal Analysis of Parentheticals in Conversational Speech

2014 ◽  
Vol 3 (2) ◽  
Author(s):  
Manon Lelandais ◽  
Gaëlle Ferré
Keyword(s):  
Discourse Analysis ◽  
Production Process ◽  
Video Recording ◽  
Conversational Speech ◽  
Complementary Information ◽  
British English ◽  
Multimodal Analysis ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Flexible Resources

AbstractBased on a video recording of conversational British English, this paper aims at describing the relation between verbal and non-verbal signals in the production process of parentheticals within the framework of Multimodal Discourse Analysis. Parentheticals are described in linguistics as side sequences interrupting linear development. Although their syntactic, prosodic, and discursive characteristics have been deeply analysed, few studies have focused on the articulation of the different communicative modes in their production process. Beyond showing that gesture brings complementary information in regard to prosody, contributing to a composite collateral message, the results allow better delineation and understanding of skip-connecting phenomena as constructing coherence. Changes in the modal configuration throughout the parenthetical sequence suggest modes are dynamic and flexible resources for indexing parentheticals and their particular framing function.

scholarly journals Multimodal Discourse Analysis of Posters on Wildlife Protection—Based on Visual Grammar

2020 ◽  
Vol 9 (2) ◽  
pp. 132
Author(s):  
Yue Guan
Keyword(s):  
Discourse Analysis ◽  
Information Age ◽  
Three Dimensions ◽  
The Internet ◽  
High Quality ◽  
Wildlife Protection ◽  
Multimodal Analysis ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Text Information

The advent of information age has brought us a plethora of non-text information, such as images, colors, sounds, etc. Consequently, text-based discourse analysis can no longer meet people’s demands to obtain the ever-varying information. Due to this reason, multimodal analysis becomes crucial. This paper analyzes 13 public posters on wildlife protection which are collected from the internet. The 13 posters are examined on the basis of three dimensions— represented meaning, interactive meaning and compositional meaning. This study helps poster designers design high-quality posters, as well as assists poster viewers to understand the meanings of public posters on wildlife protection.

scholarly journals A Multimodal Analysis of H&M Video Commercial “A Magical Holiday”

K ta Kita ◽  
2019 ◽  
Vol 7 (3) ◽  
pp. 337-345
Author(s):  
Birgitta Eifelia Panggaraan Pranata
Keyword(s):  
Discourse Analysis ◽  
Qualitative Analysis ◽  
Key Words ◽  
The Real ◽  
Multimodal Analysis ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Holiday Season ◽  
Marketing Tool

In indirect advertising, an advertisement does not boldly show the products on the video. The object of the study in this thesis is a video advertisement of a clothing line, H&M, consisting a story about a family in the holiday season. This thesis aims to show that commercials of H&M “A Magical Holiday” uses multimodality in order to attract the audience through six modes: linguistic, audio, spatial, oral, visual, and gestural modes. In this study, I analyzed the modes by Multimodal Discourse Analysis by Kress and Leeuwen onto the six modes to analyze the advertisement, using the study by Chan and Chia on modes in multimodality. This research is using qualitative analysis by Schreier (2012) since it deals with the connection between all the semiotic modes to bring the message of the advertisement. I analyzed the data by putting the scenes into 6 tables based on the modes. After that, I analyzed the interrelation between each modes. Based on the analysis, the modes helped the advertisers to convey the real message of the video. Beyond the moral message of the story, the advertisement is a marketing tool to promote their products. Key Words: indirect advertising, multimodal discourse analysis, semiotic modes, H&M

scholarly journals A Systemic Functional Multimodal Discourse Analysis of English Micro-lectures

2021 ◽  
Vol 2 (5) ◽  
Author(s):  
Haili Feng
Keyword(s):  
Discourse Analysis ◽  
Learning Strategies ◽  
Information Age ◽  
Meaning Construction ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Semiotic Resources ◽  
The Media ◽  
Relationship Of ◽  
The Relationship

Lim (2019) states that one challenge for the researchers in multimodal discourse analysis is to describe and discuss the interplay across various semiotic resources. English micro-lectures, as a kind of popular and widespread teaching materials in the information age, are typical multimodal discourses involving multi-semiotic resources. This article adopts the systemic-functional synthetic framework for multimodal discourse analysis from Zhang Delu (2018) to explore the relationship of various modes involved in excellent English micro-lectures and further examine how the semiotic resources cooperate and interact to construct communicative meaning. By analyzing and interpreting the context of culture, the meaning, the lexico-grammar, the media and the substance systems of involved modes in micro-lectures, it proves that English micro-lectures demonstrate complicated intersemiosis and various modes cooperate in a perfect way in meaning construction. This comprehensive investigation of semiotic systems sheds light on teachers’ mode choice and teaching design in producing micro-lectures and students’ learning strategies of micro-lectures in the mobile-assisted learning environment.

It’s all about logics?! Analyzing the rhetorical structure of multimodal filmic text

Semiotica ◽  
2018 ◽  
Vol 2018 (220) ◽  
pp. 95-121
Author(s):  
Janina Wildfeuer
Keyword(s):  
Discourse Analysis ◽  
Analytical Approach ◽  
Short Film ◽  
Inference Process ◽  
Making Meaning ◽  
Rhetorical Structure ◽  
Multimodal Analysis ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Pragmatic Information

AbstractThis paper focuses on questions concerning the process of making meaning out of the filmic text by asking for the argumentative patterns that enable the recipient’s inference processes during his/her interpretation. Film analysis, and multimodal analysis in general, is no longer seen as simply decoding the semiotic resources, but asking for inferential processes of reasoning about the best and most plausible interpretation. For this, the paper presents an analytical approach based on recent advancements in contemporary discourse semantics and multimodal discourse analysis which outlines the discursive and rhetorical structure of filmic text and retraces the inference process of the recipient in detail. The aim is to show how multimodal film leads its spectators to acknowledge the argumentative reconstruction of its content by relating the diegetic world to its reality and proving its validity. An example analysis of the short film El Vendedor de Humo (2012) shows how it is possible to elucidate a film’s rhetorical structure and to outline the process of logically reasoning about semantic and pragmatic information in the text. The aim is thus to gain a detailed look at how premises and arguments for the interpretation are made available in multimodal context and how they are operated by the recipient.

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