Behind the Images, Between the Lines: a Multimodal Discourse Analysis of selected Advertisements | ||
| Anbar University Journal of Languages & Literature | ||
| Volume 15, Issue 3, September 2023 PDF (1.66 M) | ||
| Document Type: Research Paper | ||
| DOI: 10.37654/aujll.2023.140588.1041 | ||
| Author | ||
| Shahad kareem Hameed* | ||
| Middle Technical University | ||
| Abstract | ||
| Multimodality as a ground of study considers communication as relying on a diversity of modes, all of which have been socially matured as means to generate meaning. It describes the combination of different semiotic resources, or modes, in texts and communicative events. This research tries to analyze samples of old and new images of advertisement, as great amount of meaning making information is being conveyed by those images. The selected advertisements promoted child protection from neglect. The study deals with how meaning can by expressed by different methods and analysis contextual and social aspects of the chosen images, the new and the relatively old ones. It is concluded that full meaning can be described by the simplest details put in the image and that a thorough multimodal analysis can bring to the surface greater information than what the ordinary eye may catch at first sight. Furthermore, it is found that the old images (before 2010) though less in number, used methods and modes which are far more rich and detailed than those put in the new ones (2015 and beyond) . The study suggests that these differences, both in number of images and richness of content are affected by the social development of lifestyle in general and the development of technology and mobile applications in these years. | ||
| Keywords | ||
| multimodality; ،neglect; ،ads; ،meaning; ؛; ،semiotics | ||
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