Multimodal Discourse Analysis of Advertising Language

DOI

10.2991/icelaic-17.2017.37How to use a DOI?

Keywords

multimodal discourse analysis; adverting language

Abstract

With the advent of the information age, the way of information transmission has gone beyond a single form of text symbol. So far, the discourse analysis is basically restricted to the language itself, paying no attention to other meaning expression forms, such as sound, image and animation. However, multimodal discourse analysis breaks this limitation and promotes other meaning expression forms to constitute broader semiotic resources along with linguistic symbols in the construction of meaning. This thesis is a multimodal discourse analysis of advertising language from both lingusitic semiotic mode and image mode. The research combines "multimodal discourse analysis" of linguistics with "advertising" of communication, expanding the new path of advertising communication research and application.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Chunli Zhang
PY  - 2017/12
DA  - 2017/12
TI  - Multimodal Discourse Analysis of Advertising Language
BT  - Proceedings of 4th International Conference on Education, Language, Art and Intercultural Communication (ICELAIC 2017)
PB  - Atlantis Press
SP  - 169
EP  - 172
SN  - 2352-5398
UR  - https://doi.org/10.2991/icelaic-17.2017.37
DO  - 10.2991/icelaic-17.2017.37
ID  - Zhang2017/12
ER  -