scholarly journals Selling Points and Promotional Strategies in Advertising: A Multimodal Discourse Analysis of a Burger King’s Print Advertisement

2020 ◽  
Vol 9 (2) ◽  
pp. 136
Author(s):  
Xin Huang
Keyword(s):  
Content Analysis ◽  
Discourse Analysis ◽  
Verbal Communication ◽  
Analysis Approach ◽  
Multimedia Technology ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Sound Image ◽  
Print Advertisement ◽  
Promotional Strategies

Gone were the days when communication among people can only be achieved by language, the popularization of computers and the soaring development of multimedia technology have brought tremendous changes to the way people communicate with each other. There is little doubt that language is the most important, but never the only, means by which we communicate and create meaning (Han, 2015, p. 415), resources for representing meaning like sound, image, color, motion and other non-verbal communication approaches are significant as well. While most of the studies prefer a content analysis way to find out the semiotic meaning in a certain advertisement, this article, however, would apply a multimodal discourse analysis approach to demonstrate how business enterprises externalize their selling points and promotional strategies in advertisements.

scholarly journals CONTENT ANALYSIS OF COVID-19 MESSAGES ON SELECT WHATSAPP GROUPS: A NIGERIAN PERSPECTIVE

2021 ◽  
Vol 2 (1) ◽  
Author(s):  
Umefien Dakoru Epepe
Keyword(s):  
Content Analysis ◽  
Discourse Analysis ◽  
Social Semiotics ◽  
Conspiracy Theories ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Analysis Methods ◽  
Novel Coronavirus ◽  
Official Sources

This study examined novel coronavirus (COVID-19) messages on select Nigeria-based WhatsApp groups. Viewed through the lens of the Rumour Theory, the study applied content analysis and social semiotics (multimodal discourse analysis) methods. Data were elicited from three purposively selected WhatsApp groups, using the constructed and continuous weeks approach. The sample covered 6 weeks (42 days), spread across March, April, and May 2020. Findings from the content analysis showed that texts, comments, and linked message on COVID-19, had the highest frequency. The frequency of messages peaked in March and steeply tapered downwards in April and May 2020. The multimodal discourse analysis demonstrated a preponderance of messages about vaccines, treatment, prevention, lockdown, and conspiracy theories. A significant number of COVID-19 messages were based on rumours and misinformation from spurious sources, with a few from credible sources. The study recommended that to help flatten the misinformation curve, timely, unambiguous and accurate COVID-19 information should be provided from official sources.

scholarly journals A Multimodal Discourse Analysis of Air France’s Print Advertisement

2016 ◽  
Vol 6 (4) ◽  
pp. 30
Author(s):  
Chunyu Hu ◽  
Mengxi Luo
Keyword(s):  
Discourse Analysis ◽  
Airline Industry ◽  
Corporate Image ◽  
Crucial Importance ◽  
Advertising Campaign ◽  
Multimodal Discourse Analysis ◽  
The Past ◽  
Multimodal Discourse ◽  
Print Advertisement

<p>The past decade has witnessed the rising popularity of the airline industry, along with prosperity and ever increasing competition. It has become important for airline companies to outshine their rivals for a favorable market share. As a major means of promotion, advertising campaign is of crucial importance in building the corporate image and exerting brand influence. This study conducts a multimodal discourse analysis on the advertising campaign launched by Air France in 2014, and hope to be of interest to researchers, producers of advertising metaphors, as well as consumers in general. The results indicate that the highlighted visual and textual components are arranged as such to form a sense of superiority and great comfort that is perceivable to the viewers. Through the construction of an elegant, glamorous and superior atmosphere, it is palpable that Air France tends to broadcast their brand toward viewers who pay attention to quality of and enjoyment in life, and welcome prosperous cultural peculiarities.</p>

scholarly journals Text Cohesion in English Scientific Texts Written by Saudi Undergraduate Dentistry Students: A Multimodal Discourse Analysis of Textual and Logical Relations in Oral Biology Texts

SAGE Open ◽  
2021 ◽  
Vol 11 (3) ◽  
pp. 215824402110321
Author(s):  
Hesham Suleiman Alyousef
Keyword(s):  
Discourse Analysis ◽  
Undergraduate Students ◽  
Meaning Making ◽  
Linguistic Knowledge ◽  
Bachelor Of Science ◽  
Lexical Cohesion ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Cohesive Devices ◽  
Analysis Scheme

This qualitative study examined multimodal cohesive devices in English oral biology texts by eight high-achieving Saudi English-as-a-foreign-language students enrolled in a Bachelor of Science Dentistry program. A Systemic Functional Multimodal Discourse Analysis (SF-MDA) of the textual and logical cohesive devices in oral biology texts was conducted, employing Halliday and Hasan’s cohesion analysis scheme. The findings showed that students used varied cohesive devices: lexical cohesion, followed by reference and conjunctions. Although ellipsis was minimally employed in the oral biology texts, its discipline-specific uses emerged: the use of bullet points and numbered lists that facilitate recall. The SF-MDA of cohesion in multimodal semiotic resources highlighted the processes underlying construction of conceptual and linguistic knowledge of cohesive devices in oral biology texts. The results indicate that oral biology discourse is interdisciplinary, including a number of subfields in biology. The SF-MDA of pictorial oral biology representations indicates that they include instances of cohesive devices that illustrate and complement verbal texts. The results indicate that undergraduate students need to be provided with a variety of multimodal high-cohesion texts so that they can successfully extend underlying conceptual and logical meaning-making relations.

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