IJLLL 2020 Vol.6(2): 99-102 ISSN: 2382-6282
DOI: 10.18178/IJLLL.2020.6.2.258

A Multi-modal Discourse Analysis on D&G’s Advertisements

Lu Zhou
Abstract—With the development of science and technology, information can be transmitted from the mono-modal text to the multi-modal text such as image, sound, article typesetting, body language, spatial language, architectural design, and so on so forth. Accordingly, the former researches only concern the language symbols, which is not enough. Based on Kress & van Leeuwen’s theory of Visual Grammar, this article aims at having a multi-modal discourse analysis on D&G’s advertisements, including the controversial video released in 2018 and some posts, which were discussed if racial discrimination was involved. This article will analyze the context behind these social symbols, and discuss if D&G achieved its ideographic function and commercial intention. The analyzing process will be conducted through three levels of meaning based on Halliday’s systemic functional linguistics. Firstly, to analyze the representational meaning which includes the narrative process and the conceptual process. Secondly, to figure out the interactive meaning containing three elements, namely the contact, the social distance, and the power relation. Thirdly, to get the compositional meaning which consists of three elements, namely the information value, the salience, and the framing. Through these three levels of analysis, the reason that why D&G fails to achieve a positive effect of publicity can be revealed. This study will help people understand the non-linguistic symbols better and see the potential meanings of advertisements.

Index Terms—Multi-modal discourse analysis, visual grammar, D&G, advertisement.

Lu Zhou is with the Southwestern University of Finance and Economics, China (e-mail: feibeing@qq.com).

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Cite:Lu Zhou, "A Multi-modal Discourse Analysis on D&G’s Advertisements," International Journal of Languages, Literature and Linguistics vol. 6, no. 2, pp. 99-102, 2020.

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