Title: Exploring the image of women to persuade in multimodal leaflets
Source document: Theory and Practice in English Studies. 2012, vol. 5, iss. 1, pp. [27]-55
Extent
[27]-55
-
ISSN1805-0859
Stable URL (handle): https://hdl.handle.net/11222.digilib/129567
Type: Article
Language
License: Not specified license
Notice: These citations are automatically created and might not follow citation rules properly.
Abstract(s)
This article will explore the main strategies used to make meaning in different multimodal texts advertising free excursions in which women are represented. The corpus of examples belongs to leaflets given out by different selling companies in Alicante (Spain), a very touristic place on the Mediterranean Sea. This article will study the reasons why the text creators/journalists choose some linguistic and visual forms instead of others and the influence of these forms in the creation of meaning. The different linguistic and visual options show the persuasive strategies used by the creators of the texts under analysis in order to persuade readers to go on these free excursions. Moreover, the texts will be compared in order to observe if the projected image of women is similar in them. The following questions are essential in this article: How are women represented? and What ideas and values are associated with the women represented in the multimodal texts? The analysis will show that the multimodal texts analysed have used women to persuade readers to go on the free excursions because the women represented are sexy, wear nice clothes and are presented as good dancers and singers, which imply that they will make readers spend a good time on the excursions.
References
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[47] Ventola, Eija, and A. Jesus Moya Guijarro (eds.) (2009) The World Told and the World Shown: Multisemiotic Issues. Houndmills, Basingstoke, Hampshire: Palgrave Macmillan.
[48] Woods, Nicola (2007) Describing Discourse: A Practical Guide to Discourse Analysis. Oxford: Oxford University Press.
[2] Baldry, Anthony and Paul J. Thibault (2006) Multimodal Transcription and Text Analysis. London: Equinox.
[3] Barthes, Roland (1977) Image-Music-Text. London: Fontana.
[4] Benwell, Bethan, and Elizabeth Stokoe (2006) Discourse and Identity. Edinburgh: Edinburgh University Press.
[5] Blackledge, Adrian (2009) Discourse and Power in a Multilingual World. Amsterdam and Philadelphia: John Benjamins.
[6] Blommaert, Jan (2010) The Sociolinguistics of Globalization. Cambridge: Cambridge University Press.
[7] Bloor, Thomas, and Meriel Bloor (2004) The Functional Analysis of English. A Hallidayan Approach. 2nd ed. London: Hodder Arnold.
[8] Borchers, Timothy A. (2002) Persuasion in the Media Age. Boston: McGraw Hill.
[9] Butt, David (2003) "Investigating Experience through Grammar: From Personal to Cultural Perspectives on the Evolution of School Knowledge." In: Joyce E. James (ed.) Grammar in the Language Classroom. Singapore: SEAMEO Regional Language Centre. 1-40.
[10] Coates, Jennifer (2007) "Gender." In: Carmen Llamas, Louise Mullany, and Peter Stockwell (eds.) The Routledge Companion to Sociolinguistics. Abingdon, UK: Routledge. 62-68.
[11] Cook, Guy (2001) The Discourse of Advertising. 2nd ed. London and New York: Routledge.
[12] Eggins, Suzanne (2004) An Introduction to Systemic Functional Linguistics. 2nd ed. London and New York: Continuum.
[13] Fowler, Roger (1986) Linguistic Criticism. Oxford: Oxford University Press.
[14] Gentner, Dedre, and Susan Goldin-Meadow (2003) "Whither Whorf." In: Dedre Gentner and Susan Goldin-Meadow (eds.) Language in Mind: Advances in the Study of Language and Thought. Cambridge and London: MIT Press. 3-14.
[15] Gou, Eva (2007) "Continuidad de una representación: la violencia contra las mujeres en los medios de comunicación audiovisual." In: Barbara Biglia and Conchi San Martin (coords.) Estado de Wonderbra. Entretejiendo narraciones feministas sobre la violencia de género. Barcelona: Virus. 83-94.
[16] Hall, Stuart (1982) "The Rediscovery of 'Ideology': Return of the Repressed in Media Studies." In: Tony Bennett, James Curran, Michael Gurevitch, and Janet Wollacott (eds.) Culture, Society and the Media. London: Methuen. 56-90.
[17] Halliday, M. A. K. (1978) Language as Social Semiotic: The Social Interpretation of Language and Meaning. London: Edward Arnold.
[18] Halliday, M. A. K., and Christian M. I. M. Matthiessen (2004) An Introduction to Functional Grammar. 3rd ed. London: Hodder Arnold.
[19] Holmes, Janet, and Miriam Meyerhoff (2003) "Different Voices, Different Views: An Introduction to Current Research in Language and Gender." In: Janet Holmes and Miriam Mey-erhoff (eds.) The Handbook of Language and Gender. Oxford: Blackwell. 1-17.
[20] Jewitt, Carey (ed.) (2009) The Routledge Handbook of Multimodal Analysis. London: Routledge.
[21] Kress, Gunther (1989) Linguistic Processes in Sociocultural Practice. 2nd ed. Oxford: Oxford University Press.
[22] Kress, Gunther (2010) Multimodality: A Social Semiotic Approach to Contemporary Communication. London: Routledge.
[23] Kress, Gunther, Tsatsarelis Charalampos, Carey Jewitt, and Jon Ogborn (2001) Multimodal Teaching and Learning. London: Continuum.
[24] Kress, Gunther, and Theo Van Leeuwen (2006) Reading Images: The Grammar of Visual Design. 2nd ed. London: Routledge.
[25] Ley Orgánica 3/2007, de 22 de marzo, para la igualdad efectiva de mujeres y hombres. 12611-12645.
[26] Martin, J. R. and David Rose (2007) Working with Discourse: Meaning beyond the Clause. 2nd ed. London: Continuum.
[27] Martínez Lirola, Maria (2006) "A Systemic Functional Analysis of Two Multimodal Covers." Revista Alicantina de Estudios Ingleses. Special Issue on Linguistics and the Media 19: 249-260.
[28] Martínez Lirola, Maria (2008a) "La cara positiva de las mujeres de otras culturas: un análisis multimodal de dos portadas" ["The Positive Look of Women of Other Cultures: A Multimodal Analysis of Two Covers"]. In: Maria Martínez Lirola (ed.) In-migración, Discurso y Medios de Comunicación [Immigration, Discourse and the Media]. Alicante: Instituto Alicantino de Cultura Juan Gil Albert. 143-159.
[29] Martínez Lirola, Maria (2008b) "Violencia de Género Visual." CCP 80: 16-17.
[30] Martínez Lirola, Maria (2010a) "Explorando la invisibilidad de mujeres de diferentes culturas en la sociedad y en los medios de comunicación" ["Exploring the Invisibility of Women of Different Cultures in Society and in the Media"]. Palabra Clave 13 (1): 161-173.
[31] Martínez Lirola, Maria (2010b) "Positive Aspects of Women of Different Cultures: An Analysis of Two Multimodal Covers." The Poster 1 (1): 77-93. | DOI 10.1386/post.1.1.77_1
[32] Nalon, Elena (2000) "Multimodal Meaning Making: Perfume Ad-vertisements and the Human Body." In: Anthony Baldry (ed.) Multimodality and Multimediality in the Distance Learning Age. Campobasso: Palladino Editore. 213-225.
[33] O'Halloran, Kay, and Bradley Smith (eds.) (2011) Multimodal Studies. Exploring Issues and Domains. London: Routledge.
[34] O'Toole, Michael (1994) The Language of Displayed Art. London: Leicester University Press.
[35] O'Toole, Michael (2011) The Language of Displayed Art. 2nd ed. London and New York: Routledge.
[36] Renkema, Jan (2009) The Texture of Discourse. Amsterdam and Philadelphia: John Benjamins.
[37] Schleppegrell, Mary J. (2012) "Systemic Functional Linguistics." In: James Gee and Michael Handford (eds.) The Routledge Handbook of Discourse Analysis. London: Routledge. 21-34.
[38] Talbot, Mary M. (2003) "'Women Rule as a Matter of Fact': Reproducing and Challenging Gender Stereotypes." In: J. Santaemilia (ed.) Género, lenguaje y traducción. Valencia: Universidad de Valencia. 26-41.
[39] Teubert, Wolfgang (2010) Meaning, Discourse and Society. Cambridge: Cambridge University Press.
[40] Thibault, Paul J. (2000) "The Multimodal Transcription of Television Advertisement: Theory and Practice." In: Anthony Baldry (ed.) Multimodality and Multimediality in the Distance Learning Age. Campobasso: Palladino Editore. 311-385.
[41] Thompson, Geoff, and Peter Muntigl (2008) "Systemic Functional Linguistics: An Interpersonal Perspective." In: Gerd Antos and Eija Ventola (eds.) Handbook of Interpersonal Communication. Berlin and New York: Mouton de Gruyter. 107-132.
[42] Trappes-Lomax, Hugh (2004) "Discourse Analysis." In: Alan Davies and Catherine Elder (eds.) The Handbook of Applied Linguistics. Oxford: Blackwell Publishing. 133-164.
[43] Van Leeuwen, Theo (2005) Introducing Social Semiotics. New York: Routledge.
[44] Van Leeuwen, Theo (2009) "Critical Discourse Analysis." In: Jan Renkema (ed.) Discourse, of Course: An Overview of Research in Discourse Studies. Amsterdam and Philadelphia: John Benjamin. 277-292.
[45] Van Leeuwen, Theo, and Carey Jewitt (2001) "Introduction." In: Theo van Leeuwen and Carey Jewitt (eds.) The Handbook of Visual Analysis. London: Sage. 1-9.
[46] Varela, Nuria (2005) Feminismo para principiantes. Barcelona: Ediciones B.
[47] Ventola, Eija, and A. Jesus Moya Guijarro (eds.) (2009) The World Told and the World Shown: Multisemiotic Issues. Houndmills, Basingstoke, Hampshire: Palgrave Macmillan.
[48] Woods, Nicola (2007) Describing Discourse: A Practical Guide to Discourse Analysis. Oxford: Oxford University Press.