scholarly journals A pragma-syntactic analysis of slogans on t-shirts

2020 ◽  
Vol 9 (1) ◽  
pp. 86-94
Author(s):  
Michael Alozie Nwala
Keyword(s):  
Discourse Analysis ◽  
Key Words ◽  
Theoretical Framework ◽  
Syntactic Analysis ◽  
Qualitative Design ◽  
The Public ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Different Types

The T-shirts and the slogans on them are used to achieve different discourse and communicative themes. The T-shirts help to describe people, events, positions and situations. This article written the confines of the theoretical framework of multimodal discourse analysis and the qualitative design, investigates five different types of T-shirts. The T-shirts and the inscriptions on them as exemplified in the themes of readiness, position and desire, happiness and celebration, and protest are used to describe the wearers, address situations and pass information to the public. The paper therefore concludes that T-shirts and the slogans scripted on them perform different types of illoucutionary actions which cause different forms perlocutionary reactions Key Words: T-shirts, slogans, themes, multimodal, cloth; communication

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 Right or Wrong? An Image for Immigrants: An Interpersonal Multimodal Discourse Analysis of MIA’s Music Video “Paper Planes”

2020 ◽  
Vol 3 (2) ◽  
pp. 57-66
Author(s):  
Rosy Michelle Peña Chan
Keyword(s):  
Discourse Analysis ◽  
Minority Groups ◽  
Systemic Functional Linguistics ◽  
Music Video ◽  
The Public ◽  
Functional Linguistics ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Depth Analysis

Most of the time, the opinion that people have regarding immigrants is based on what media, press, and news offer to the public. The music video “Paper Planes” by MIA demonstrates some of the stereotypes that society has for people according to their identity, and the singer represents it with the most outstanding characteristics of the minority groups in America. To conduct a more in-depth analysis of the music video and lyrics of MIA, I will provide an interpersonal multimodal discourse analysis. The analysis is based on the theories proposed by Halliday (1978) on systemic functional linguistics and Machin (2010) for the visual semiotic framework. The results demonstrate how the discourse used in the song transmits the perspectives people create regarding immigrants and perpetuate them.

scholarly journals Aestheticizing the Downfall of Industrial Capitalism: Jim Jarmusch’s Tale of Intellectual Vampires in Zombies’ World

2018 ◽  
Vol 6 (2) ◽  
pp. 32-48
Author(s):  
Bahar Muratoğlu Pehlivan ◽  
Gül Esra Atalay
Keyword(s):  
Discourse Analysis ◽  
Theoretical Framework ◽  
Point Of View ◽  
Industrial Capitalism ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse

This study aims to read Jim Jarmusch’s movie Only Lovers Left Alive from the perspective of downfall of industrial capitalism and ecosocialist approach. The movie mainly takes place in Detroit Michigan, which is a symbol of the collapse of Fordism and industrialization. Ecosocialist critique of industrial capitalism has common notions with Jarmusch’s tale. Thus, theoretical framework of this study has been established on ecosocialist paradigm. In the movie, Jarmusch represents vampires as intellectuals with a wide accumulation of culture and knowledge and places his critique of industrialization from their point of view. Multimodal Discourse Analysis was applied to the movie to find out how the movie did use visual and literal signifiers to establish its narrative.

scholarly journals Multimodal Discourse Analysis of News Pictures

2019 ◽  
Vol 9 (8) ◽  
pp. 1035
Author(s):  
Mengyuan Bi
Keyword(s):  
Discourse Analysis ◽  
Reading Ability ◽  
Theoretical Framework ◽  
Good Explanation ◽  
Multimodal Discourse Analysis ◽  
News Discourse ◽  
Multimodal Discourse ◽  
Symbolic Resources

Multimodal discourse analysis is the analysis of different symbolic modes within a text, which breaks through many limitations of traditional discourse analysis to a great extent. This paper takes the visual grammar of Kress and Leeuwen as the theoretical framework, which gives a good explanation of the reproducing meaning, interactive meaning and composition meaning of image discourse, which is also suitable for the analysis of news picture discourse. This paper expounds how other symbolic resources interact with each other, so as to construct a complete text with linguistic symbols, and then convey more social interactive meaning. The results show that visual grammar is feasible and operational in the analysis of multimodal news texts. The background and text of news discourse can be effectively supplemented and explained, and it is of great significance to improve readers' pictures’ reading ability.

scholarly journals A Multimodal Discourse Analysis in Pantene Advertisement

2021 ◽  
Vol 4 (10) ◽  
pp. 21-30
Author(s):  
Venti Wulan Sari
Keyword(s):  
Discourse Analysis ◽  
International Market ◽  
Point Of View ◽  
The Public ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Beautiful Woman ◽  
Brand Ambassadors ◽  
Research Show

Advertisement is a persuasive media aimed at persuading and influencing the public. Every day, the advertisement can be found anywhere, such as in a newspaper, television, radio, and also magazine. Pantene is a shampoo product that is very famous especially among women. Its advertisement can be found almost in every media. In this research, the researcher aims to investigate how Pantene Indonesian ads verbally and visually represent the image of women with beautiful strong hair and the ads’ differences by means of Halliday’s transitivity system (2014) and Kress and van Leeuwen’s (2006) point of view. This research also focuses on what the differences signify. The research analyzes Pantene’s advertisements. The data taken for this research are the Pantene Indonesian ads, focusing on the ads that show their brand ambassadors. The results of this research show that Pantene Indonesian ads describe women with strong hair as something that is coveted by women in Indonesia. Similarly, in Pantene International ads, the figure of a woman with strong and beautiful hair is described as a beautiful woman. In the Pantene Indonesian advertisement, it can be seen that ads makers use the implicit persuasive method, whereas, in the International Pantene, the method is explicit declarative employed which can be seen by viewers directly. These differences verify the stereotypes attached to the Indonesian and International market, namely being communal and individual, respectively.

scholarly journals Insecurity and Self-Acceptance Portrayed in Samsung Galaxy A8 Advertisement “Lets You Be You”: A Multimodal Analysis

K ta Kita ◽  
2019 ◽  
Vol 7 (2) ◽  
pp. 260-268
Author(s):  
Stefanus Fernando
Keyword(s):  
Discourse Analysis ◽  
Facial Expression ◽  
Key Words ◽  
Body Language ◽  
Qualitative Approach ◽  
Multimodal Analysis ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Before And After ◽  
Self Acceptance

This study analyzed the issue of insecurity and self-acceptance portrayed in Samsung Galaxy A8 advertisement entitled “Lets You Be You”. The main theory for this study is the theory of multimodal discourse analysis by Paltridge (2012) and the theory of body language by Pease (2004) as the supporting theory. Qualitative approach is applied because this study involves the interpretation of both verbal and nonverbal data. The findings showed how the issue of insecurity is reflected through the reaction of the participants in the video before and after receiving a compliment. Furthermore, the construction of the changing process from insecurity to self-acceptance can be seen from the genuine reaction of the compliment, as well as the change of facial expression throughout the video. Key words: Insecurity, Self-acceptance, Multimodal Discourse Analysis, Advertisement, Samsung

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.

Māori Gender Non-conforming Identity: Analysing the ‘Takatāpui’ Discourse

2020 ◽  
Vol 9 (1) ◽  
Author(s):  
Francesca Marino
Keyword(s):  
Discourse Analysis ◽  
Cultural Identity ◽  
Indigenous Peoples ◽  
First Century ◽  
Sex Characteristics ◽  
Analysis Framework ◽  
Culturally Specific ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Decolonizing Methodologies

AbstractThis study aims to investigate the process of reconstruction of Māori postcolonial cultural identity in the twenty-first century which also passes through the reclamation and redefinition of ‘takatāpui’ notion. ‘Takatāpui’ is an umbrella term that nowadays indicates all the Māori with non-conforming wairua (spiritualities, gender identities), sexualities and sex characteristics. It is a culturally specific word which represents a form of intersectionality by identifying people as both Māori and queer.As a consequence of the increasing spread of the Internet, which has become a virtual place to construe identity and to promote the dissemination of ideas, a Multimodal Discourse Analysis is conducted on a corpus comprising 10 audiovisual texts fully retrieved from the web and exclusively produced by Māori takatāpui activists and/or containing Māori takatāpui activists’ self-narratives or claims.The corpus is analysed by applying a MMDA (Multimodal Discourse Analysis) framework based on Kress and van Leeuwen’s social semiotic framework (2006). The analysis is conducted also by taking into account Blommaert’s linguistic and ethnographic framework (2014).The findings of the analysis show the different strategies through which Māori identities are construed and conveyed reinforcing what the Māori scholar, Tuhiwai Smith (1999. Decolonizing Methodologies: Research and Indigenous Peoples. Dunedin: Zed Books Limited, 28), calls “a very powerful need to give testimony to and restore a spirit, to bring back into existence a world fragmenting and dying”.

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