A Multimodal Discourse Analysis of Advertisements-Based on Visual Grammar

Fang Guo, Xiaowen Feng

Abstract


In addition to words, the symbols, colors, sculptures, photographs, music, etc. are also frequently employed by participants to express themselves in communication. Advertising is closely related to sounds, colors, picture animations and other symbols. This paper aims to present how semiotics acts effectively to realize the real business purpose to reflect the unique significance of the multimodal discourse analysis. Based on Visual Grammar, this paper analyzes the 2014 Brazil World Cup advertisements from the perspective of representational meaning, interactive meaning and compositional meaning, this research means to prove that different modes within an advertisement depend on each other and have an interdependent relationship. And these relationships have different roles in different contexts.  


Keywords


Advertisement, Multimodal Discourse Analysis, Visual Grammar, World Cup.

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References


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DOI: http://dx.doi.org/10.18533/journal.v6i3.1132

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Journal of Arts and Humanities (Print) ISSN:2167-9045

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[Journal of Arts and Humanities previously published by MIR Center for Socio-Economic Research, MD, USA. From February 2018 this journal is published by the LAR Center Press, OR, USA]