Text linguistics and critical discourse analysis: A multimodal analysis of a magazine advertisement

Sidnéa Nunes Ferreira; Viviane M. Heberle

doi:10.5007/2175-8026.2013n64p111

Authors

Sidnéa Nunes Ferreira Universidade Federal de Santa Catarina
Viviane M. Heberle Universidade Federal de Santa Catarina

DOI:

https://doi.org/10.5007/2175-8026.2013n64p111

Abstract

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).

Author Biographies

Sidnéa Nunes Ferreira, Universidade Federal de Santa Catarina

Sidnéa Nunes Ferreira has a Ph.d in English/applied linguistics from Universidade Federal de Santa Catarina (2011). her research interests include social semiotics, multimodality and discourse analysis.

Viviane M. Heberle, Universidade Federal de Santa Catarina

Viviane M. Heberle is associate Professor at the department of Foreign languages and literatures, at the Federal University of Santa Catarina, brazil. She was a visiting scholar at Westehill College, birmingham, UK and also at The University of Sydney, australia. her publications and research interest include multimodality, gender, systemic functional linguistics and critical discourse analysis.