期刊名称：K@ta: A Biannual Publication on the Study of Language and Literature
印刷版ISSN：1411-2639
出版年度：2009
卷号：11
期号：1
页码：70-84
DOI：10.9744/kata.11.1.70-84
语种：English
出版社：Petra Christian University
摘要：The Elizabeth Arden campaign with Catherine Zeta-Jones as the brand ambassador has deployed the semiotic resources of language and visual images.The analysis of this paper is based on the systemic functional linguistics (SFL) proposed by Halliday (1985,1994) and Halliday and Matthiessen (2004),which says that a text is understood to simultaneously function three metafunctions: Ideational,Interpersonal and Textual.O’Toole’s (1994) framework of analysing visual images,which follows the main concept of SFL,is also used in the analysis.A multimodal discourse analysis is then applied to analyse one of the series,Intervene,using Cheong’s framework (2004),which combined both frameworks to find the generic structure of this advertisement.Further,this paper also analyses the intersemiosis of the linguistic and the visual resources using Wee’s (2009) intersemiotic mechanisms.It concludes that the interplay of the language and the visual image has proved to be very effective in the meaning-making process of this print advertisement.
