Multimodal Texts from Around the World Cultural and Linguistic Insights

by Bowcher, Wendy L.

• ISBN13: 9780230251632
• ISBN10: 0230251633
• Format: Hardcover
• Copyright: 2012-08-21
• Publisher: Palgrave Macmillan

Summary

A first in multimodal/multisemiotic discourse studies, this collection of original articles by international scholars focuses primarily on texts from non-English speaking contexts. The illuminating insights enhance our understanding of how language and other semiotic resources construe specific cultural and social concerns.

Author Biography

Wendy L. Bowcher is a Professor at Sun Yat-sen University, China. Her research interests focus on context in Systemic Functional Linguistic theory, multimodal texts in Japanese and English, spoken English, and language education.

Table of Contents

List of Illustrations	p. vii
List of Figures	p. ix
List of Tables	p. x
Acknowledgements	p. xi
Notes on Contributors	p. xiv
Introduction	p. 1
Africa and the Middle East
Multimodality in Òkó Folktale Discourse and its Sociosemiotic Purposes	p. 11
Schematic Representations in Election Advertisements in Jordan	p. 39
Europe
Multimodal Text Analysis of Three Modern Greek Printed Advertisements Employing the Persuasive Modes of Ethos, Logos and Pathos	p. 69
The Localisation of Advertising Print Media as a Multimodal Process	p. 97
'Glocalisation': Exploring the Dialectic between the Local and the Global	p. 123
Alcohol Advertising in Aeroflot	p. 146
Asia and Oceania
'In India, nobody wants to be dark': Interpreting the Fairness Ideology through Intersemiotic Complementarity	p. 175
A Multisemiotic Analysis of a Chinese Long Scroll Painting	p. 196
Multimodality in Japanese Anti-war Placards	p. 217
Standing out on Critical Issues: Evaluation in Large Verbal-visual Displays in Australian Broadsheets	p. 246
North and South America
Multilingual California: Spanish in the Market	p. 273
A Comparative Study of Brazilian and British Images of the Black Body	p. 299
Index	p. 325
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