Text linguistics and critical discourse analysis: A multimodal analysis of a magazine advertisement
Drawing on Fairclough’s (1995) three-dimensional framework of discourse analysis of communicative events, in this paper we carry out a multimodal analysis of a diners Club international magazine advertisement. Moving from the description of how textimage (Mitchell 1995) constructs a problem-solu...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Universidade Federal de Santa Catarina
2013-07-01
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| Series: | Ilha do Desterro |
| Online Access: | https://periodicos.ufsc.br/index.php/desterro/article/view/30155 |
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| Summary: |
Drawing on Fairclough’s (1995) three-dimensional framework of discourse analysis of communicative events, in this paper we carry out a multimodal analysis of a diners Club international magazine advertisement. Moving from the description of how textimage (Mitchell 1995) constructs a problem-solution structure in the advertisement to the discussion of its discourse and sociocultural practices, the paper foregrounds a multi-layered ideological message, besides the construal of a need (problem) for a product (solution). Through its multimodal structure, the advertisement seems to tap on two important sociological issues: the avoidance of human togetherness and the colonization of travelling by consumer markets (bauman 2007).
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| ISSN: | 0101-4846 2175-8026 |