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

Autores

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

DOI:

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

Resumo

 

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).

Biografia do Autor

Sidnéa Nunes Ferreira, UFSC

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.

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Publicado

2013-07-25

Edição

n. 64 (2013): Studies in Multimodality

Seção

Artigos

Licença

Copyright (c) 2013 Sidnéa Nunes Ferreira, Viviane M. Heberle

Creative Commons License
Este trabalho está licenciado sob uma licença Creative Commons Attribution 4.0 International License.

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Creative Commons Licence
This work is licensed under a Creative Commons Attribution 4.0 International License.