A Multimodal Discourse Analysis of Air France’s Print Advertisement

Hu, Chunyu; Luo, Mengxi

doi:10.5539/ijel.v6n4p30

Cited by 4 publications

(2 citation statements)

References 19 publications

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“…For years, scholars focused mainly on applying MDA to static discourse such as print ads (e.g., Hu & Luo, 2016;Kenalemang, 2021;Lick, 2015). However, there was a growing interest in studying dynamic discourse such as films and promotional videos (Geng & Chen, 2014;Lim and O'Halloran, 2012;O'Halloran, 2004) over the past recent years as a result of its intriguing and complex meaning-making development.…”

Section: Multimodal Discourse Analysis (Mda) In Advertisingmentioning

confidence: 99%

How Do You Promote Tourism during the Outbreak of a Pandemic? A Multimodal Discourse Analysis of Egypt’s 2020 Tourism Promotional Film

Ahmed

2022

Textual Turnings: An International Peer-Reviewed Journal in Eng

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The outbreak of the Covid-19 pandemic in 2020 has presented a serious blow to the world economy including the tourism sector. Countries, like Egypt, where tourism is regarded as one of the primary sources of national income were negatively affected by the pandemic. However, in Egypt this was faced with an official marketing campaign. This paper examines the official promotional film of Egypt entitled 'An experience of a lifetime! Same Great Feelings', issued in June 2020 by the Egyptian Tourism Promotion Board and sponsored by the Egyptian Ministry of Tourism to promote inbound tourism after the outbreak of the Covid-19 pandemic. The research draws on Kress and Van Leeuwen (2006) Visual Grammar Theory to examine how new meanings are constructed along with traditional marketing discourse through the interplay between both verbal and non-verbal language, specifically visual semiotic resources. The study utilizes the three levels of visual meaning: the representational, the interactive and the compositional functions. Findings indicate that the challenges presented by the pandemic called for a new type of discourse that emphasizes the presence of precautionary measures such as social distancing and sanitization in addition to the traditional discourse of promoting tourism.

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Section: Multimodal Discourse Analysis (Mda) In Advertisingmentioning

confidence: 99%

How Do You Promote Tourism during the Outbreak of a Pandemic? A Multimodal Discourse Analysis of Egypt’s 2020 Tourism Promotional Film

Ahmed

2022

Textual Turnings: An International Peer-Reviewed Journal in Eng

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“…Compelling visual images along with sound effect makes an advertisement attractive and grabs viewers' attention. Hu and Luo (2016)…”

Section: Literature Reviewmentioning

confidence: 99%

Symbolic Portrayal of Social Classes in Pakistani Advertisement

Zaidi¹,

Salah²,

Mehdi³

et al. 2018

IJEL

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The current study aims to identify particular ways through which social actors are represented by Pakistani media such as MCB (Muslim Commercial Bank) Ladies Account (2017). This study is only limited to two Pakistani advertisements as a sample of study. The research design is qualitative content analysis. The study seeks to examine the propagation of class differences for the sake of gaining viewer’s empathy in order to achieve marketing purposes. The researchers have applied Leeuwen’s (2008) framework of Visual Representation of Social Actor for the analysis of data. The analysis of data has provided an insight into different ways class differences are showcased. It has further provided an insight that notion of lower/middle class is constructed and represented as “others” in the particular advertisements with the help of Visual Representation of Social Actors. The result of study validates that lower/middle class is particularly marginalized in the mentioned advertisements, whereas it has become a general practice of Pakistani media to project such kind of class dichotomy. The study has further incorporated the idea that through such kind of projections the capitalists propagate the purchase of unwanted items. Wherein, regardless of any use the viewers while empathizing with the social actors purchase the advertised items.

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