{"title":"平面广告的文象关系:多模态语篇分析","authors":"Yasmin M. El-Sayed El-Sayed","doi":"10.21608/ejels.2018.134103","DOIUrl":null,"url":null,"abstract":"The present paper focuses on the semantic relations that hold between the text and image in advertisement. Advertisement is a discourse genre in which both textual and visual modes are employed for attaining communicative goals. The paper investigates text-image relations in commercial and noncommercial advertisements. Drawing upon the recently developed field of multimodal discourse analysis, within Hallidayan Systemic Functional Linguistics, particularly Martinec & Salway's system, the paper examines the integration of the textual and visual modes and the ways they contribute to the meaning-making process in the genre.","PeriodicalId":344255,"journal":{"name":"Egyptian Journal of English Language and Literature Studies","volume":"9 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2018-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Text-Image Relations in Print Advertisement: A Multimodal Discourse Analysis\",\"authors\":\"Yasmin M. El-Sayed El-Sayed\",\"doi\":\"10.21608/ejels.2018.134103\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"The present paper focuses on the semantic relations that hold between the text and image in advertisement. Advertisement is a discourse genre in which both textual and visual modes are employed for attaining communicative goals. The paper investigates text-image relations in commercial and noncommercial advertisements. Drawing upon the recently developed field of multimodal discourse analysis, within Hallidayan Systemic Functional Linguistics, particularly Martinec & Salway's system, the paper examines the integration of the textual and visual modes and the ways they contribute to the meaning-making process in the genre.\",\"PeriodicalId\":344255,\"journal\":{\"name\":\"Egyptian Journal of English Language and Literature Studies\",\"volume\":\"9 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2018-12-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Egyptian Journal of English Language and Literature Studies\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.21608/ejels.2018.134103\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Egyptian Journal of English Language and Literature Studies","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.21608/ejels.2018.134103","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
Text-Image Relations in Print Advertisement: A Multimodal Discourse Analysis
The present paper focuses on the semantic relations that hold between the text and image in advertisement. Advertisement is a discourse genre in which both textual and visual modes are employed for attaining communicative goals. The paper investigates text-image relations in commercial and noncommercial advertisements. Drawing upon the recently developed field of multimodal discourse analysis, within Hallidayan Systemic Functional Linguistics, particularly Martinec & Salway's system, the paper examines the integration of the textual and visual modes and the ways they contribute to the meaning-making process in the genre.
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