Multimodal Discourse Analysis of Two English Learning Visual Advertisements

Multimodal Discourse Analysis of Two English Learning Visual Advertisements It was not until the advent of “new media age”, which by definition involves prevailing digital-mediated communication modes and substantial usage of multiple semiotic resources combined in the realization of discourses, did the mainstream preference of monomodality unprecedentedly challenged (Kress & Van Leeuwen, 2001). Language, as one of the semiotic resources, is by no means the only carrier to realize discourses. Diversity should be acknowledged in the current age when visual, audio and other kinds of semiotic resources are convenient and efficient in delivering the abstract discourses concept into expressions (Kress, 2003). The present study will base its analysis primarily on the multimodal discourse analysis framework and visual grammar proposed by Kress and Van Leeuwen (1996, 2001), as an application of their theoretical framework into practices. Since the multimodal discourse analysis (hereafter MDA) theory has been established only within this recent decade, and it is relatively hard to find solid references to support this theory, flaws and limitations are therefore unavoidable. As MDA is considered the subdivision of Systemic Functional Linguistics (hereafter SFL) which focus on social semiotic approach of critical discourse analysis (hereafter CDA), this present study should be considered as an experimental attempt of utilizing MDA in incorporating social culture and ideology into discourse analysis[1]. Firstly, the rationale underneath this present research is based on Kress and Leeuwen’s four-layered meaning rendering domains known as “strata” (Kress & Leeuwen, 2001), as well as their theoretical construction of visual grammar, which is an outspread, or more specifically generalization of verbal grammar (Kress & Leeuwen, 1996). Basically, the theory of strata gives an overall account of meaning-making in multiple articulations among discourse, design, production and

References: Chomsky, N. (1972). Language and Mind. New York: Harcourt. Kress, G., & Van Leeuwen T. (1996). Reading Images: the Grammar of Visual Design. London: Routledge. Kress, G. & Van Leeuwen T. (2001). Multimodal Discourse: The Modes and Media of Contemporary Communication. London: Arnold. Kress, G. (2003). Literacy in the New Media Age. London: Routledge. 张译方 (2008), 硕士论文《美国时代杂志封面互动意义的多模态话语分析》，河北师范大学 Appendix: ----------------------- [1] 张译方 (2008)，硕士论文：《美国时代杂志封面互动意义的多模态话语分析》 [2] 张译方 (2008)，硕士论文：《美国时代杂志封面互动意义的多模态话语分析》, pp.46