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“Good Things Come to Those Who Wait”: a Multimodal Discourse Analysis of Guinness Printed Advertisement

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DOI: 10.23977/aduhe.2021.030315 | Downloads: 18 | Views: 841

Author(s)

Qian Wang 1

Affiliation(s)

1 MA Applied Linguistics, University College Cork, Cork, Ireland T12 YT20, China

Corresponding Author

Qian Wang

ABSTRACT

As advertisements are progressively penetrating into and influencing people's life, linguistic scholars are also interested in the relationship between the visual and lexical elements in advertisements and consumers's conception and behaviour. And this analysis resort to Multimodal Discourse Analsis (MDA), Systemic Functional Linguistics (SFL) and and Visual Grammar (VG) to interpret one of the most famous commercial advertisement of Guinness from its ideal, interpersonal and textual meaning. This analysis found that although there are various semiotic resources within one advertisement, they cooperate together rather than separately to construct and convey the meaning. With the significance of this analysis, the further investigation still need to be taken from various sources from other aspects.

KEYWORDS

Multimodal discourse analysis, Systemic functional linguistics, Visual grammar, Advertisement

CITE THIS PAPER

Qian Wang, "Good Things Come to Those Who Wait": a Multimodal Discourse Analysis of Guinness Printed Advertisement. Adult and Higher Education (2021) 3: 67-73. DOI: http://dx.doi.org/10.23977/aduhe.2021.030315.

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