Multimodal Critical Discourse Analysis of Advertising Persuasion PDF Download

Author: Yixiong Chen
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 846

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Author: Seda Evirgen
Publisher: GRIN Verlag
ISBN: 3346400603
Category : Literary Collections
Languages : en
Pages : 76

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Book Description
Master's Thesis from the year 2020 in the subject English Language and Literature Studies - Linguistics, grade: 1,0, Justus-Liebig-University Giessen, language: English, abstract: The thesis at hand puts a special emphasis on the use of persuasive language in online native advertisements from The New York Times. After careful examination, the corpus will be compiled of three native advertisements from the field of technology, by the sponsors Intel, Dropbox and Slack. The limitation to these native advertisements and persuasive linguistic devices and techniques was necessary with regard to the scope of this thesis. As no linguistic analysis of native advertisements could be found, there also was no reference to follow. Therefore, the thesis at hand lays the foundation for further research in this area. The aim is to conduct a corpus-based Critical Discourse Analysis in order to investigate and answer two main questions: 1. Do online native advertisements make use of the same persuasion methods as previously researched for other advertising types? 2. What are the most prominent persuasive linguistic devices and techniques in the online native advertisements from The New York Times? In addition to the CDA, the corpus-based approach is expected to provide quantitative evidence of the existence of discourse and to identify repetitive linguistic patterns of persuasive language use in native advertising. The thesis will be structured as follows. First, the theoretical framework provides general information about the functions and characteristics of advertising, while further focusing on native advertisement and the language of advertising. It continues with explaining the concept of persuasive language on the basis of ethos, logos and pathos and introduces some powerful persuasive techniques in advertisement. Further, linguistic devices of persuasive language on the phonetic, lexical, morphological and syntactic level will be defined. Additionally, the concept of Critical Discourse Analysis will be explained in detail, as the thesis at hand follows the CDA framework of Fairclough. The data collection method and data analysis procedure will be outlined in Chapter 3. This is followed by an analysis of three online native advertisements from the publisher The New York Times. After the analysis, the results will be presented and evaluated in order to assess the hypothesis. Finally, the conclusion provides a summary of the findings and suggests further research opportunities.

Author: David Machin
Publisher: SAGE
ISBN: 1446289583
Category : Social Science
Languages : en
Pages : 241

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"How great to have this practical introduction to doing critical discourse analysis, especially one that provides examples of multimodal discourse analysis. Extremely useful for students who need tools for the study of text, talk and images." - Teun van Dijk, Pompeu Fabra University "The authors have truly achieved the impossible: to make extremely complex phenomena accessible for students and scholars alike. Thus, this textbook will provide a most helpful guide when looking for adequate ways to grasp and analyze the intricate interdependence of written, oral and visual forms of semiosis." - Ruth Wodak, Lancaster University How do media texts manipulate and persuade us? How do language and images play out the ideas, values and identities? This book shows readers exactly how language, power and ideology are negotiated in media texts, from magazine and advertising, to YouTube and music videos. Presenting a systematic toolkit of theories, concepts and techniques for doing language and image analysis, students learn how to dig deep into discourses and the media landscape. With case studies and examples from a range of traditional and new media content, the book equips students to understand the relationship between language, discourse and social practices.

Author: Emilia Djonov
Publisher: Routledge
ISBN: 113624901X
Category : Language Arts & Disciplines
Languages : en
Pages : 390

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Book Description
Studies of multimodality have significantly advanced our understanding of the potential of different semiotic resources—verbal, visual, aural, and kinetic—to make meaning and allow people to achieve various social purposes such as persuading, entertaining, and explaining. Yet little is known about the role that individual nonverbal resources and their interaction with language and with each other play in concealing and supporting, or drawing attention to and subverting, social boundaries and inequality, political or commercial agendas. This volume brings together contributions by rominent and emerging scholars that address this gap through the critical analysis of multimodality in popular culture texts and semiotic practices. It connects multimodal analysis to critical discourse analysis, demonstrating the value of different approaches to multimodality for building a better understanding of critical issues of central interest to discourse analysis, semiotics, applied linguistics, education, cultural and media studies.

Author: Jana Pelclová
Publisher: John Benjamins Publishing Company
ISBN: 9027263590
Category : Language Arts & Disciplines
Languages : en
Pages : 342

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This book approaches persuasion in public discourse as a rhetorical phenomenon that enables the persuader to appeal to the addressee’s intellectual and emotional capacities in a competing public environment. The aim is to investigate persuasive strategies from the overlapping perspectives of cognitive and functional linguistics. Both qualitative and quantitative analyses of authentic data (including English, Czech, Spanish, Slovene, Russian, and Hungarian) are grounded in the frameworks of functional grammar, facework and rapport management, classical rhetoric studies and multimodal discourse analysis and are linked to the constructs of (re)framing, conceptual metaphor and blending, mental space and viewpoint. In addition to traditional genres such as political speeches, news reporting, and advertising, the book also studies texts that examine book reviews, medieval medical recipes, public complaints or anonymous viral videos. Apart from discourse analysts, pragmaticians and cognitive linguists, this book will appeal to cognitive musicologists, semioticians, historical linguists and scholars of related disciplines.

Author: Ron Beasley
Publisher: Walter de Gruyter
ISBN: 3110888009
Category : Language Arts & Disciplines
Languages : en
Pages : 209

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Using both verbal and nonverbal techniques to make its messages as persuasive as possible, advertising has become an integral component of modern-day social discourse designed to influence attitudes and lifestyle behaviors by covertly suggesting how we can best satisfy our innermost urges and aspirations through consumption. This book looks at the categories of this form of discourse from the standpoint of semiotic analysis. It deals with the signifying processes that underlie advertising messages in print, electronic, and digital form.

Author: Philip LeVine
Publisher: Georgetown University Press
ISBN: 9781589013117
Category : Language Arts & Disciplines
Languages : en
Pages : 242

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Book Description
The overarching theme of Discourse and Technology is cutting-edge in the field of linguistics: multimodal discourse. This volume opens up a discussion among discourse analysts and others in linguistics and related fields about the two-fold impact of new communication technologies: The impact on how discourse data is collected, transcribed, and analyzed—and the impact that these technologies are having on social interaction and discourse. As inexpensive tape recorders allowed the field to move beyond text, written or printed language, to capture talk—discourse as spoken language—the information explosion (including cell phones, video recorders, Internet chat rooms, online journals, and the like) has moved those in the field to recognize that all discourse is, in various ways, "multimodal," constructed through speech and gesture, as well as through typography, layout, and the materials employed in the making of texts. The contributors have responded to the expanding scope of discourse analysis by asking five key questions: Why should we study discourse and technology and multimodal discourse analysis? What is the role of the World Wide Web in discourse analysis? How does one analyze multimodal discourse in studies of social actions and interactions? How does one analyze multimodal discourse in educational social interactions? and, How does one use multimodal discourse analyses in the workplace? The vitality of these explorations opens windows onto even newer horizons of discourse and discourse analysis.

Author: Guy Cook
Publisher: Psychology Press
ISBN: 9780415234559
Category : Business & Economics
Languages : en
Pages : 272

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Book Description
This second edition considers advertising in the context of current changes in communication. All chapters have been fully revised and updated, and substantial new material has been added. The social functions and aesthetic effects of advertisements are comprehensively analysed across a wide range of media, from billboards to email and the Internet. Controversially, advertisements are contrasted and compared with literary texts throughout. The book clearly explains relevant concepts from semiotics, poetics, and linguistics, and can serve as an introduction to all of these disciplines. Practical exercises to stimulate further discussion are included at the end of each chapter.

Author: Anna Kuzio
Publisher: Cambridge Scholars Publishing
ISBN: 1443876747
Category : Juvenile Nonfiction
Languages : en
Pages : 240

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Book Description
Human beings have an intrinsic need to be with people who are similar to themselves. This is because they share the same ways of doing things, the same values, and function according similar rules. When one is with people who tend to be similar, human behavior is normalized, and one’s actions appear to be in accordance with those exhibited by others in one’s social circle. However, sometimes it becomes apparent that the situation is somewhat more complex. When this happens, one realizes that the issues that have been taken for granted about human interaction are not necessarily the same for everyone. This book elucidates what happens in the processes of communication when people from different cultural backgrounds experience other cultures. Emphasis is also given to the issue of interaction between people from various cultures. The book highlights the aspects that are recognized to posit difficulties in conveying messages from one culture to another. The notions of schemata, frames, scenarios and cultural scripts are outlined. The third part of the book examines some principles of critical discourse analysis, including, for instance, socio-political attitude, as well as concentrating on the notion of power relations of groups, legitimated by text as well as speech. This part also describes the concept of persuasion, as well as persuasive communication. The fourth part of the book is analytic. Attention is given to various discourses one encounters in everyday life and to the examination of various kinds of discourse, including for instance, complimenting, as well as political, discourse. As such, this book provides a new point of view for linguists as well as those interested in communication practice. The empirical part of the book will help shed some light on dilemmas people may be obliged to face in their career, and should be especially useful to students of intercultural communication.

Author: David Machin
Publisher:
ISBN: 9780415880404
Category : Language Arts & Disciplines
Languages : en
Pages : 256

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Book Description
This book is a multimodal critical discourse analysis of visual discourses of war realized in different genres of communication in Britain, the US, and Europe over the last 150 years. It argues that while there has been extensive work produced on the linguistic realization of discourses of war, for example through the speeches of politicians and official documents, there has been a lack of attention to the way that these discourses are disseminated visually through a range of genres of communication. It argues that war and conflict are legitimized not just in official speeches and news texts but through toys, photography, news footage, computer war games, war monuments, and sites of heritage tourism. The book shows how discourses of war have changed over time and how the visual has a particularly important role due to its less denotative and more symbolic nature as compared to language.