Multimodal Texts from Around the World: Cultural and Linguistic Insights

342 Pages·2012·3.33 MB·English

by  Wendy L. Bowcher (eds.)

Multimodal Texts from Around the World
Also by Wendy L. Bowcher
NEW DIRECTIONS IN THE ANALYSIS OF MULTIMODAL DISCOURSE
(co-edited with Terry D. Royce)
Multimodal Texts from
Around the World
Cultural and Linguistic Insights
Edited by
Wendy L. Bowcher
Sun Yat-sen University, China
Selection and editorial matter © Wendy L. Bowcher 2012
Chapters © their individual authors 2012
Softcover reprint of the hardcover 1st edition 2012 978-0-230-25163-2
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First published 2012 by
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ISBN 978-1-349-32140-7 ISBN 978-0-230-35534-7 (eBook)
DOI 10.1057/9780230355347
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10 9 8 7 6 5 4 3 2 1
21 20 19 18 17 16 15 14 13 12
Contents
List of Illustrations vii
List of Figures ix
List of Tables x
Acknowledgements xi
Notes on Contributors xiv
1 Introduction 1
Wendy L. Bowcher
Part I Africa and the Middle East
2 Multimodality in Òkó Folktale Discourse and its
Sociosemiotic Purposes 11
Ernest S. Akerejola
3 Schematic Representations in Election Advertisements
in Jordan 39
Kawakib Al-Momani
Part II Europe
4 Multimodal Text Analysis of Three Modern Greek
Printed Advertisements Employing the Persuasive Modes
of Ethos, Logos and Pathos 69
Mersini Karagevrekis
5 The Localisation of Advertising Print Media as a
Multimodal Process 97
Tuomo Hiippala
6 ‘Glocalisation’: Exploring the Dialectic between
the Local and the Global 123
Maree Stenglin
7 Alcohol Advertising in Aeroflot 146
Ivan Berazhny
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vi Contents
Part III Asia and Oceania
8 ‘In India, nobody wants to be dark’: Interpreting the
Fairness Ideology through Intersemiotic Complementarity 175
Srilakshmi Ramakrishnan
9 A Multisemiotic Analysis of a Chinese Long
Scroll Painting 196
Fang Yan
10 Multimodality in Japanese Anti-war Placards 217
Wendy L. Bowcher
11 Standing out on Critical Issues: Evaluation in Large
Verbal-visual Displays in Australian Broadsheets 246
Dorothy Economou
Part IV North and South America
12 Multilingual California: Spanish in the Market 273
María Cecilia Colombi
13 A Comparative Study of Brazilian and British Images
of the Black Body 299
Célia Maria Magalhães and Paulo Henrique Caetano
Index 325
List of Illustrations
2.1 Ajibo being performed in a folk narrative session 18
3.1 Qur’anic opening in a female candidate’s manifesto 48
3.2 Manifesto using poetry and symbolic images 50
3.3 Manifesto with proverbial opening 51
3.4 A picture of flowers from a female candidate’s election
constituency, replacing her photo 52
3.5 Symbolic images: patriotism and a call for change 53
3.6 Slogan of regional and tribal inclusion 53
3.7 Manifesto 54
3.8 Symbolic fun 55
4.1 The Semeli wine advertisement 76
4.2 The Arcturos advertisement 83
4.3 The Review:CSR advertisement 88
5.1 Design conventions in tourist brochures: 1964,
1977, and 2008 104
5.2 Back cover of Suomenlinna Maritime Fortress (2001) 112
5.3 Map legend in Suomenlinna Maritime Fortress (2001) 113
5.4 Summer-Helsinki (2002) 115
6.1 The current Croata tie logo 132
6.2 An early Croata tie logo 132
6.3 ‘The Ban’s Cravat’ installation, by Marta Crnobrnja, in
Zagreb, 27 June 2003 136
6.4 The installation ‘Cravat Around Arena’ by Marijan
Bušic´, in Pula, 18 October 2003 138
7.1 Turning a page onto Dior 162
7.2 Rotation of a warning label 163
7.3 Alcohol advertisements in Aeroflot’s May 2008 issue 168
7.4 Warning label featured in the VEDA advertisement 169
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viii List of Illustrations
7.5 W arning label featured in the RON BARCELO
advertisement 169
8.1 A dvertisement for BeautifulSkin from Fairever 180
9.1 E pisode I: ‘The Outskirts of Bianjing’ 202
9.2 E pisode II: ‘The Rainbow Bridge’ 202
9.3 E pisode III: ‘The Busy Streets’ 203
9.4 C alligraphy thought to be similar to the original in
the painting 210
9.5 P art of the painting showing the seals 211
10.1 The September anti-war placard 222
10.2 A reconstruction of the placard used in the
demonstration on 13 October 2004 223
11.1 The standout – Come hell or high water 247
12.1 Hablamos Español 276
12.2 Se Habla Español 277
12.3 Se Prohibe Fumar 278
12.4 Illustration based on the advertisment for
the foot-long ‘Subway’ sandwich 280
12.5 English advertisement for ‘Sara Ramírez 2007 America’s
Milk Processors’ 282
12.6 Spanish version of ‘Sara Ramírez 2007 America’s
Milk Processors’ 284
12.7 Dr Pepper’s advertisement: DR PEPPER is a registered
trademark of Dr Pepper/Seven Up, Inc. used with
permission © 2010 Dr Pepper/Seven up, Inc. 289
12.8 Roadside billboard advertisement for Dr Pepper 290
12.9 Billboard advertisement for Miller’s beer 291
13.1 Front cover of Raça Brasil, December 2007 311
13.2 Illustrations based on the 2003–2004 ads for the
EMMA Awards 312
List of Figures
2.1 L evels of language, features of context, and components of
meaning (adapted from Halliday and Matthiessen, 2004,
pp. 25, 30) 14
2.2 M odeling the sociosemiotics of Òkó folktale 34
2.3 T he role of language in Òkó folk narrative 35
5.1 T he cross-referencing of XML annotation in the
GeM model 108
5.2 R hetorical structure of the event descriptions in
Winter Helsinki (2003) 116
5.3 N avigation structure in Helsinki Your Way (2006) 119
7.1 T he mapping of a reading path 161
7.2 V ariation in the integration of warning labels 165
9.1 D imensions of visual space (Kress and van Leeuwen, 1996,
p. 197) 200
10.1 Possible symbols in the first line of a Japanese
VA examination chart 224
10.2 Intersemiotic relations including verbal-pictorial message
elements (VPMEs) 225
11.1 Standout orbital structure 250
11.2 Ideational chains (social actors) across standout stages 264
11.3 Ideational chains and associated attitude values 265
13.1 Visual Social Actor Network (reproduced from
van Leeuwen, 2008, p. 147) 303
13.2 Representation and Viewer Network (reproduced from
van Leeuwen 2008, p. 141) 303
ix