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

Sidnéa Nunes Ferreira, Viviane M. Heberle



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).


Problem-Solution; Text-Image Relations; Logic of Appearances; Explanatory Logic

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

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