A Multimodal Analysis of the Portrayal of Dr. Magdi Yacoub in TV Advertisement of Heart Foundation | ||||
| المجلة العلمیة لکلیة الآداب-جامعة دمياط | ||||
| Article 2, Volume 11, Issue 1, January 2022, Page 13-28 PDF (448.01 K) | ||||
| Document Type: المقالات البحثية | ||||
| DOI: 10.21608/artdau.2021.89956.1044 | ||||
 View on SCiNiTO | ||||
| Author | ||||
ميرفانا السيد محمد شباره 
| ||||
| کلية الاداب جامعة دمياط | ||||
| Abstract | ||||
| Multimodality involves the interaction between many different modes in various discourses. Advertising discourse is regarded as one of the discourses where multimodal analysis is used frequently. This research investigates the representation of Dr. Magdi Yacoub in the Egyptian advert that is about denoting to his Heart Foundation, and shows his relation with other participants in the advert, as he is an influential character in the entire world. It is conducted with regard to investigating the representational and interpersonal meta-functions. The main objective of this research is to find out how Dr. Yacoub is portrayed in the Egyptian advert and reveals the relationship between him and the participants or between him and the viewer. This analysis is based on Kress and Van Leeuwen’s (2006) theory of Social Semiotics. This study concludes that there is an intimacy between Dr. Yacoub and the children with heart problems. In addition, he stands beside them and holds their hands to support them to recover, and it reveals his affection side. | ||||
| Keywords | ||||
| Advertising; multimodal analysis; social semiotics; representational meta-function; interpersonal meta-function | ||||
| References | ||||
|
Primary Sources 1- Lama El-Alb Yedo’o- Magdi Yacoub Foundation [video]. (2017). Retrieved from https://www.youtube.com/watch?v=Jyi3gjg0CzM&list=RDJyi3gjg0CzM&start_radio=1 Secondary Sources 1- Ahmed, R. (2020). The Representation of Hillary Clinton and Donald J. Trump in the US 2016 Presidential Campaign Advertisements: A Multimodal Analysis [Unpublished master’s dissertation]. Ain Shams University, Faculty of Al-Alsun, Department of English. 2- Baykal, N. (2016). Multimodal Construction of Female Looks: An Analysis of Mascara Advertisements. Dilbilim Araştirmalari Dergisi. 2, 39-59. 3- Cook, G. (2001). The Discourse of Advertising (2nd Ed.). Routledge. 4- Dyer, G. (2009). Advertising as communication. Routledge. 5- Halle, J. (2017). An Analysis of Hillary Clinton-Sponsored Advertisements during the 2016 Presidential Election. Elon Journal of Undergraduate Research in Communications. 8(1), 124-136. 6- Hodge, R., & Kress, G. (1988). Social Semiotics. Cornell University Press. 7- Hu, Ch., & Luo, M. (2016). A Multimodal Discourse Analysis of Tmall’s Double Eleven Adverisement. English Language Teaching. 9(8), 156-169. 8- Jewitt, C. (2013). Multimodal methods for researching digital technologies. In S. Price, C. Jewitt & B. Brown (Eds.), The SAGE handbook of digital technology research (pp. 250-265). London: SAGE. 9- Kalotra, A. (2015). Advertising Research. IJARCSSE. 5(9), 108-115. 10- Kress, G. (2010). Multimodality: A Social Semiotic Approach to Contemporary Communication. Routledge. 11- Kress, G., & Van Leeuwen, T. (2001). Multimodal discourse: The Modes and Media of Contemporary Communication. Arnold. 12- Kress, G., & Van Leeuwen, T. (2006). Reading Images: The Grammar of Visual Design (2nd ed.). Routledge. 13- Lacey, N. (1998). Image and Representation: Key Concepts in Media Studies. Macmillan Press. 14- Li, D. (2016). Multimodal Discourse Analysis of the Interpersonal Meaning of TV Advertisements. International Journal of Social Science and Humanity. 6(12), 934-938. 15- Liu, Sh. (2019). A Multimodal Discourse Analysis of the Interactive Meaning in Public Service Advertisement. Journal of Advances in Linguistics. 10, 2348-3024 16- Mazid, B. (2008). Cowboy and Misanthrope: A Critical (discourse) Analysis of Bush and Bin Laden Cartoons. Discourse & Communication: Sage Publications. 2(4), 433-457 17- McQuarrie, E., & Phillips, B. (2008). Advertising Rhetoric: An Introduction. In McQuarrie, E., & Phillips, B. (Eds.), New Directions in Advertising Rhetoric. M. E. Sharpe. 18- Pratiway, D., & Wulan, S. (2018). Multimodal Discourse Analysis in Dettol TV Advertisement. KnE Social Sciences, 207-217 19- Savitri, M., & Rosa, R. (2019). A Study of Multimodal Analysis in Smartphone Advertisement. E-Journal of English Language and Literature. 8(3), 229-240. 20- Van Leeuwen, T. (2008). Discourse and Practice: New Tools for Critical Discourse Analysis. Oxford University Press. 21- Xu, D. (2012). A Social Semiotic Analysis of the Multimodality of an Advertisement. Chinese Semiotic Studies. 6(1), 154-165.
| ||||
|
Statistics Article View: 201 PDF Download: 125 |
||||
