Multimodal Discourse Analysis of English Language Advertisements
Abstract
Advertisement is multimodal communicative practice that does not only promote products in the market but also construct identities and ideologies of their consumers. The aim of this research is to find out that how language, images and layout work together to form a persuasive advertisement, that reinforce cultural norms, power relations and construct ideologies. The findings of the study will enhance our understanding of the multimodal communicative practice of the advertisement in the contemporary consumer culture.
Problem Statement
Advertisement discourse is a social practice and has played a significant role in promoting not only the products in the market but it also reinforces social norms identity and construct the ideologies of consumer in the society by combining language, visual images and layout.
There is extensive research available on this topic, however the role of visual images and spatial organization has not been fully explored.
Now there is dire need to use multimodal discourse analysis integrated with Critical Discourse Analysis to explore the relationship between these semiotic modes, i.e. language, visual images and layout that work together to form a persuasive message in the form of English language advertisements.
Research Objectives
- To explore the role of linguistic choices, i.e. slogans, lexical collection and linguistic strategies in making persuasive message.
- To explore the role of visual images, layout and spatial organization in meaning making.
- To explore the role of advertisement in identity construction and ideology formation of consumers.
Research Question
- How are linguistic choices, i.e. slogan, lexical collection and rhetorical strategies used in making persuasive messages?
- What is the role of visual images, layout and spatial organization in making meaning?
- What is the role of advertisement in identity construction and ideology formation of the consumers?
