Text-Image Relations in Print Advertisement: A Multimodal Discourse Analysis | ||||
| Egyptian Journal of English Language and Literature Studies | ||||
| Article 13, Volume 9, Issue 1, December 2018, Page 543-605 PDF (1.8 MB) | ||||
| Document Type: Scientific Articles | ||||
| DOI: 10.21608/ejels.2018.134103 | ||||
 View on SCiNiTO | ||||
| Author | ||||
| Yasmin M. El-Sayed El-Sayed | ||||
| 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 non-commercial 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 | ||||
| Keywords | ||||
| multimodality; multimodal discourse analysis; advertisement; text-image relations | ||||
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