IJSSH 2016 Vol.6(12): 934-938 ISSN: 2010-3646
doi: 10.18178/ijssh.2016.V6.776

Multimodal Discourse Analysis of the Interpersonal Meaning of TV Advertisements

Dongyan Li
Abstract—This author attempts to explore the interpersonal meaning of TV advertisements with the hilltop of coca cola jingle selected as the studied case using both multimodal theory and systemic functional linguistics with a view to seeing how various semiotics or modes such as speech, color, movement, image and sound work together to create and enhance the interpersonal meaning. Hopefully, we can make some contributions to the studies on social semiotics as well as television advertisements and become more aware of the fact that language is just the tip of an iceberg among social semiotics.

Index Terms—Interpersonal meaning, multimodal discourse analysis, social semiotics, systemic functional linguistics.

D. Y. Li is with the Heilongjiang Bayi Agricultural University, Daqing 163319 China (e-mail: redsun_2002@163.com).

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Cite: Dongyan Li, "Multimodal Discourse Analysis of the Interpersonal Meaning of TV Advertisements," International Journal of Social Science and Humanity vol. 6, no. 12, pp. 934-938, 2016.

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