Multimodal Texts from Around the World Cultural and Linguistic Insights

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