Multimodal Texts from Around the World Cultural and Linguistic Insights

  • ISBN13:


  • ISBN10:


  • Format: Hardcover
  • Copyright: 2012-08-21
  • Publisher: Palgrave Macmillan

Note: Supplemental materials are not guaranteed with Rental or Used book purchases.

Purchase Benefits

  • Free Shipping On Orders Over $35!
    Your order must be $35 or more to qualify for free economy shipping. Bulk sales, PO's, Marketplace items, eBooks and apparel do not qualify for this offer.
  • Get Rewarded for Ordering Your Textbooks! Enroll Now
List Price: $105.00 Save up to $10.50
  • Rent Book $94.50
    Add to Cart Free Shipping


Supplemental Materials

What is included with this book?

  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
  • The Rental copy of this book is not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.


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 Illustrationsp. vii
List of Figuresp. ix
List of Tablesp. x
Acknowledgementsp. xi
Notes on Contributorsp. xiv
Introductionp. 1
Africa and the Middle East
Multimodality in “ků Folktale Discourse and its Sociosemiotic Purposesp. 11
Schematic Representations in Election Advertisements in Jordanp. 39
Multimodal Text Analysis of Three Modern Greek Printed Advertisements Employing the Persuasive Modes of Ethos, Logos and Pathosp. 69
The Localisation of Advertising Print Media as a Multimodal Processp. 97
'Glocalisation': Exploring the Dialectic between the Local and the Globalp. 123
Alcohol Advertising in Aeroflotp. 146
Asia and Oceania
'In India, nobody wants to be dark': Interpreting the Fairness Ideology through Intersemiotic Complementarityp. 175
A Multisemiotic Analysis of a Chinese Long Scroll Paintingp. 196
Multimodality in Japanese Anti-war Placardsp. 217
Standing out on Critical Issues: Evaluation in Large Verbal-visual Displays in Australian Broadsheetsp. 246
North and South America
Multilingual California: Spanish in the Marketp. 273
A Comparative Study of Brazilian and British Images of the Black Bodyp. 299
Indexp. 325
Table of Contents provided by Ingram. All Rights Reserved.

Rewards Program

Write a Review