A Multimodal Discourse Analysis of Saudi Arabic Television Commercials  

作　　者：Nuha Khalid Alsalem 

机构地区：[1]Shaqra University,Saudi Arabia

出　　处：《Language and Semiotic Studies》2020年第3期51-71,共21页语言与符号学研究（英文）

摘　　要：This study provides a multimodal discourse analysis of Saudi Arabic TV commercials from a linguistic and visual semiotic perspective,linking communication,language,and culture.The study draws on pragmatics,semiotics,and language and culture,within the framework of discourse analysis.The data consisted of five commercials of personal care items,with the analysis focusing on figurative linguistic elements,including metaphorical expressions and personification,as well as visual elements,including visual metaphors and semiotic symbols.The analysis is based on Lakoff and Johnson’s(2003)conceptual metaphor theory,Saussure’s(1966)theory of semiology,and Grice’s(1975)theory of conversational implicatures.The findings contribute to the existing literature on visual and linguistic metaphors and could serve as a foundation for future studies to examine how the interaction between language and visuals in advertising is represented across cultures.It could also have implications for the practice of advertising in international business and marketing communication.

关 键 词：discourse analysis multimodality COMMERCIALS METAPHORS PERSONIFICATION SEMIOTICS implied meaning 

分 类 号：H37[语言文字—阿拉伯语]