{"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}
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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.
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