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A Multimodal Discourse Analysis of Tmall's Double Eleven Advertisement
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Hu, Chunyu; Luo, Mengxi – English Language Teaching, 2016
From the 1990s, the multimodal turn in discourse studies makes multimodal discourse analysis a popular topic in linguistics and communication studies. An important approach to applying Systemic Functional Linguistics to non-verbal modes is Visual Grammar initially proposed by Kress and van Leeuwen (1996). Considering that commercial advertisement…
Descriptors: Discourse Analysis, Advertising, Visual Aids, Merchandise Information