A Semiotic and Transitivity Analysis of Car Advertisements Targeting Saudi Arabian Women

نوع المستند : المقالة الأصلية

المؤلفون

1 كلية الاداب -جامعة حلوان

2 جامعة حلوان-كلية الاداب-قسم لغة انجليزية

3 جامعة حلوان -كلية الاداب -قسم لغة انجليزية

المستخلص

The systemic functional linguistics (SFL) approach to multimodal discourse analysis (MDA) focused on the theory and practice of analyzing meaning arising from the use of multiple semiotic resources in discourses which range from written, printed, and electronic texts to material lived-in reality. The SF-MDA approach in this article explored the meaning arising through the use of language and visual imagery in printed texts. This involved analysis of linguistic and visual forms of semiotics,
Multimodal discourse referred to two or more modes working together for the meaning-making of the whole discourse. This study used Halliday’s (2014) approach of Systemic functional Linguistics and Kress and Van Leeuwen’s (2006) theory of visual grammar Transitivity and Visual analysis is applied in this research.
This study focused on the aim of car advertisers in KSA and the message they want to convey to the Saudi Arabian women and how some transitivity tools and visual tools are used in order to convey a certain message to the audience. It analyzed the car Advertisements that target Saudi Arabian women. Hence, the study showed how the verbal and visual techniques are employed by car producers to target Saudi women and convince them with a certain car to be purchased. In order to show these techniques, the study has conducted a detailed analysis on the verbal and the visual discourse using Halliday’s (2014) Systemic Functional Linguistics and Kress and van Leeuwen’s (2006) Visual Grammar.

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