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 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.

Memes and the Moroccan Far-Right

2021 ◽  
pp. 194016122199508
Author(s):  
Cristina Moreno-Almeida ◽  
Paolo Gerbaudo
Keyword(s):  
Discourse Analysis ◽  
Middle East ◽  
North Africa ◽  
Local Politics ◽  
Right Wing ◽  
Far Right ◽  
Multimodal Discourse Analysis ◽  
The Past ◽  
Multimodal Discourse ◽  
Political Landscapes

Facebook meme pages in the Middle East and North Africa (MENA) have flared-up in the past decade. Since 2017, some Moroccan pages have started sharing exclusively patriarchal, ultra- and ethnonationalist, misogynist, and racist content shaped to look in line with “alt-right” online aesthetics. Self-identifying as right-wing, these pages have memetized an entire ecosystem of scapegoats as enemies of the nation. Furthermore, they have rescued symbols from the past, such as the late King Hassan II or the Marinid flag, to formally establish the Moroccan Right. In view of this trend, this paper examines Moroccan Facebook meme pages that share ultranationalist content and build on a scapegoating strategy to understand how Far-Right ideologies have been adapted in the MENA. Through multimodal discourse analysis of memes posted since 2017 until April 2020, this paper studies the ways in which the revival of Far-Right tropes is contributing to reshaping local digital political landscapes and pushing toward an Arab Right. By examining a collection of over 1,600 memes, our paper argues that this new online Moroccan Far-Right discourse is adapting Far-Right views, particularly in terms of gender and race, to local politics. This research contends that internet memes are effectively acting as an entry point in the creation of a Moroccan Far-Right. As a newly formed trend, however, the Moroccan Far Right is still negotiating its main tenets.

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”.

Subverting superhero and meiga imaginaries in street art narrative Fenómenas do rural

2021 ◽  
pp. 136754942110032
Author(s):  
Beatriz Carbajal-Carrera
Keyword(s):  
Discourse Analysis ◽  
Street Art ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Narrative Patterns

Heroic narratives are often biased towards a conceptualization of the rural/urban difference that positions rural identities at the margins. In particular, superhero stories have traditionally offered a vision of heroism assumed to be male, urban and young. How can post-rural contexts shaped by migration contest these narrative patterns? This article examines the street narrative of Fenómenas do rural, which recognizes older female rural identities and casts them as superheroines. Through a multimodal discourse analysis, I examine its contestation of heroic patterns, its recognition of older female rural identities and its creation of affiliation opportunities for the Galician community. I argue that this narrative stands as a reflection of the rurban (rural + urban) and the glocal (global + local) elements that subverts pre-existing canons in the superhero and the meiga (‘witch’) mythology imaginaries.

An empirical study on multimodal discourse analysis of college English teaching in the context of new media

2021 ◽  
pp. 1-5
Author(s):  
Shuting Cao ◽  
Rui Chen ◽  
Haiyuan Liu ◽  
Ruolin Shi
Keyword(s):  
College Students ◽  
Discourse Analysis ◽  
New Media ◽  
Curriculum Reform ◽  
English Education ◽  
Ministry Of Education ◽  
College English ◽  
English Teaching ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse

The main goal of college English education is to cultivate the students’ language ability of listening, speaking, reading and writing, and to promote the formation of individualized learning and autonomous ability of college students. At present, the new curriculum reform in our country has put forward a new educational requirement to college English teaching, which requires the innovation of college English teaching idea, and under the background of the development of new media, it proposes to use new media equipment to carry out teaching activities. However, college English education in our country is influenced by examination-oriented education mode, and the traditional education method is still used, which is not good for college students to improve their comprehensive quality of English. In view of this development situation, the Ministry of Education of China Based on the development of new media, a multimodal discourse analysis approach to college English education is proposed to enhance the level of College English teaching.

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