A MULTIMODAL DISCOURSE ANALYSIS OF SELECTED ADVERTISEMENT OF MALARIA DRUGS
This study identified and analyzed the visual and linguistic components associated with the selected advertisement of malaria drugs. This was with a view to describing the essential communication devices the advertisers of such drugs have employed. Data for the study were drawn from both primary and...
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| Format: | Article |
| Language: | English |
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University of Kuningan and Association of Indonesian Scholars of English Education (AISEE)
2015-06-01
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| Series: | English Review: Journal of English Education |
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| Online Access: | https://journal.uniku.ac.id/index.php/ERJEE/article/view/205/162 |
| _version_ | 1818206399411257344 |
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| author | Ayodeji Olowu Susan Olajoke Akinkurolere |
| author_facet | Ayodeji Olowu Susan Olajoke Akinkurolere |
| author_sort | Ayodeji Olowu |
| collection | DOAJ |
| description | This study identified and analyzed the visual and linguistic components associated with the selected advertisement of malaria drugs. This was with a view to describing the essential communication devices the advertisers of such drugs have employed. Data for the study were drawn from both primary and secondary sources. The primary source for the study comprised 4 purposively selected posters, stickers and drugs literature advertisement on malaria. Analysis of the data followed the framework of Kress and Leeuwen’s Multimodal Discourse Analysis. The results showed that such visual resources as colour, pictures, symbols and icons, gaze and posture enhance the semantic quality of the advertisement. In the whole, the study emphasizes the vitality of visual and linguistic elements as important communication devices in advertising. |
| first_indexed | 2024-12-12T04:12:25Z |
| format | Article |
| id | doaj.art-1820ef1f0020428188dd39a5e9eb2f8b |
| institution | Directory Open Access Journal |
| issn | 2301-7554 2541-3643 |
| language | English |
| last_indexed | 2024-12-12T04:12:25Z |
| publishDate | 2015-06-01 |
| publisher | University of Kuningan and Association of Indonesian Scholars of English Education (AISEE) |
| record_format | Article |
| series | English Review: Journal of English Education |
| spelling | doaj.art-1820ef1f0020428188dd39a5e9eb2f8b2022-12-22T00:38:34ZengUniversity of Kuningan and Association of Indonesian Scholars of English Education (AISEE)English Review: Journal of English Education2301-75542541-36432015-06-0132166173A MULTIMODAL DISCOURSE ANALYSIS OF SELECTED ADVERTISEMENT OF MALARIA DRUGSAyodeji Olowu0Susan Olajoke Akinkurolere1Rufus Giwa Polytechnic, Owo, Ondo State, NigeriaObafemi Awolowo University, Ile-Ife, Osun State, NigeriaThis study identified and analyzed the visual and linguistic components associated with the selected advertisement of malaria drugs. This was with a view to describing the essential communication devices the advertisers of such drugs have employed. Data for the study were drawn from both primary and secondary sources. The primary source for the study comprised 4 purposively selected posters, stickers and drugs literature advertisement on malaria. Analysis of the data followed the framework of Kress and Leeuwen’s Multimodal Discourse Analysis. The results showed that such visual resources as colour, pictures, symbols and icons, gaze and posture enhance the semantic quality of the advertisement. In the whole, the study emphasizes the vitality of visual and linguistic elements as important communication devices in advertising.https://journal.uniku.ac.id/index.php/ERJEE/article/view/205/162multimodal discourse analysisvisual elementscommunication devicesvisual grammar |
| spellingShingle | Ayodeji Olowu Susan Olajoke Akinkurolere A MULTIMODAL DISCOURSE ANALYSIS OF SELECTED ADVERTISEMENT OF MALARIA DRUGS English Review: Journal of English Education multimodal discourse analysis visual elements communication devices visual grammar |
| title | A MULTIMODAL DISCOURSE ANALYSIS OF SELECTED ADVERTISEMENT OF MALARIA DRUGS |
| title_full | A MULTIMODAL DISCOURSE ANALYSIS OF SELECTED ADVERTISEMENT OF MALARIA DRUGS |
| title_fullStr | A MULTIMODAL DISCOURSE ANALYSIS OF SELECTED ADVERTISEMENT OF MALARIA DRUGS |
| title_full_unstemmed | A MULTIMODAL DISCOURSE ANALYSIS OF SELECTED ADVERTISEMENT OF MALARIA DRUGS |
| title_short | A MULTIMODAL DISCOURSE ANALYSIS OF SELECTED ADVERTISEMENT OF MALARIA DRUGS |
| title_sort | multimodal discourse analysis of selected advertisement of malaria drugs |
| topic | multimodal discourse analysis visual elements communication devices visual grammar |
| url | https://journal.uniku.ac.id/index.php/ERJEE/article/view/205/162 |
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