scholarly journals The Generic Structure of Print Advertisement of Elizabeth Arden’s INTERVENE: A Multimodal Discourse Analysis

k ta ◽  
2009 ◽  
Vol 11 (1) ◽  
Author(s):  
Aylanda Dwi Nugroho
Keyword(s):  
Discourse Analysis ◽  
Generic Structure ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Print 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 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 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 Generic structure potential of rollingstone magazine cover february 9th, 2006 edition; critical multimodal discourse analysis

2019 ◽  
Vol 6 (1) ◽  
pp. 25
Author(s):  
Kristian Dwi Putranto ◽  
Sigit Ricahyono ◽  
Rosita Ambarwati
Keyword(s):  
Discourse Analysis ◽  
Target Market ◽  
Generic Structure ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Action Process ◽  
Production House ◽  
Symbolic Process ◽  
Context Of Situation ◽  
Magazine Cover

Rollingstone; February 9<sup>th</sup>, 2006 edition was made because there is the meaning intended on it. The researcher uses critical multimodal discourse analysis from O’Halloran (2004), Kress and Van Leeuwen (2006), Halliday and Matthiessen (2014). The objectives of this study are to describe the generic structure potential, representational meaning, and the context of situation of Rollingstone; February 9<sup>th</sup>, 2006 edition. The approach of this study is qualitative research and the type is document research. The researcher uses document from the picture of Rollingstone; February 9<sup>th</sup>, 2006 edition which taken from Rollingstone’s official website. Analysis techniques flow model of this study are collecting the data, displaying and concluding. The results of this study are (1) There are some generic structure potential elements found. They are Lead, LoA, Comp. LoA, Display, Emblem, Announcement, Enhancer, Call and Visit Information and missing one element that is Tag. (2) The representational meaning of this magazine cover by applying narrative process for action process and conceptual representation for symbolic process. (3) The context of situation divided into field, tenor and mode. Field consists of The College Dropout Album, Jesus Walks Songs, 47th Grammy Awards, Rollingstone; February 9th, 2006 edition. Tenor consists of Kanye West as Song Writers, Rollingstone as production house and the target market. The mode consists of the word “The Passion of Kanye West”.

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.

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