Document Type : Research Paper
Authors
1 Ph.D. Student Department of Linguistics, Faculty of Literature, Alzahra University, Tehran, Iran
2 Professor of linguistics, AL Zahra University, Tehran, Iran.
Abstract
The increasing impact of advertising on human life is undeniable. The simultaneous use of various communication modes such as visual, linguistic, spatial, aural, and gestural in the form of multimodal texts in this important field can more effectively encourage and persuade the audience to purchase goods and services than before. Among these, the role of language and image and their intermodal relationship with each other and with other modes in meaning-making is noteworthy. The present study, while employing a mixed framework in the form of qualitative research of a semiotic type, examines how language and image (static and dynamic) interact in television and print advertisements and also examines the effectiveness of each of these two modes in multimodal advertising texts. The results show that although multimodal texts, as a semantic whole, are the result of the functioning of all modes, each mode has a different impact. In a way that in television advertisements, the share of language in constructing and transmitting meaning is more than the image, but in the print version of the same advertisements, the effectiveness of these two modes is different from each other
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