Language and identity in multimodal text: case study of Tailand´s Bank Pamphlet

With the main objective of presenting a linguistic model for the analysis of identity construction in multimodal texts, particularly in advertising, this article attempts to integrate three theoretical frameworks, namely the types of discourse of the Socio-Discursive Interactionism, Greimas’ actantial roles and the symbolic processes of the Grammar of Visual Design proposed by Kress & van Leeuwen. The first two theories are used to analyze verbal language form whereas the third is exclusively for images in advertising. The data sample is a Thai bank pamphlet of Siam Commercial Bank, collected in Bangkok, Thailand, in June, 2015. According to the data analysis, the theoretical frameworks employed here proves that identity, the psychological product, exists in the human mind and can be indexed by language in interaction. Also, the analysis found that identity could be projected as multimodally as language manifestation, of which forms are not only verbal but also pictorial.info:eu-repo/semantics/publishedVersio

Prática Publicitária como Construção Identitária: Análise Textual e Discursiva de Folhetos Bancários Portugueses

Esta pesquisa visou estudar e analisar a construção identitária através das linguagens (não-)verbais encontradas em folhetos de sete bancos portugueses, a saber: Banco Espírito Santo/Novo Banco, Banco Internacional do Funchal, Banco Português de Investimento, Caixa Geral de Depósitos, Crédito Agrícola, Banco Comercial Português e Montepio Geral-Associação Mutualista. As componentes sob estudo incluem a organização disposicional, as presentações pictórica e cromática, bem como os tipos de discurso. Em termos da perspetiva teórica sobre a linguagem e a identidade, o investigador integrou a linguística do texto e do discurso, que é a área principal da tese, com a sociolinguística e a teoria da análise de discurso, para que a definição sobre a identidade construída pela linguagem na produção textual seja salientada. As teorias usadas são tanto francófonas como da língua inglesa. Em termos da análise dos corpora, foi dividida em duas partes. A primeira parte concerne à produção textual nos folhetos recolhidos através da organização disposicional, das apresentações pictórica e cromática, bem como dos tipos de discurso predominante e secundários. A secunda parte da análise aborda a construção identitária via todas as componentes (não-)verbais acima apresentadas, além dos papéis actanciais propostos pela teoria da semântica narrativa, que foram aplicados para analisar as publicidades em geral. Os resultados da análise mostraram que, além de ter um papel principal para concretizar o texto publicitário multimodal nos folhetos bancários portugueses, as componentes (não-)verbais podiam construir a identidade bancária, dos clientes e do produto apresentado. Poder-se-ia, então, tirar a conclusão fornecida pela análise no que diz respeito ao facto de, nas publicidades multimodais, a construção identitária dos três participantes textualmente representados variar visto que algumas componentes (não-)verbais puderam projetar apenas uma identidade enquanto outras construiram mais do que uma. Também se verificou que as componentes em análise criaram a identidade dos participantes textuais nas formas denotativa e conotativa. Concluiu-se que, acima de tudo, tanto a linguagem verbal como as componentes não-verbais têm uma função na realização textual, para que a comunicação humana aconteça com êxito, bem como servir as práticas sociais, uma das quais concerne à manifestação identitária dos indivíduos encontrados no texto.This Ph. D. thesis aims to study and analyze identity construction via (non-)verbal linguistic components used in seven Portuguese banks’ pamphlets. The components under study includes textual disposition, pictorial and color presentations, as well as the types of discourse. In terms of the theoretical perspective on language and identity, the researcher integrated the text and discourse linguistics, which is the major area of study in this thesis, with the sociolinguistics and the discourse analysis theory to define identity construction via language use for textual production. All the theories are originated from French and English schools. Regarding the data analysis, which includes advertising pamphlets of seven Portuguese banks, particularly, Banco Espírito Santo/Novo Banco, Banco Internacional do Funchal, Banco Português de Investimento, Caixa Geral de Depósitos, Crédito Agrícola, Banco Comercial Português and Montepio Geral-Associação Mutualista, the researcher divided it into two parts. The first part focuses on advertising text production in the Portuguese bank pamphlets with textual disposition, pictorial and color presentations as well as the primary and secondary types of discourse. The second part features analysis of identity construction via all the (non-)verbal linguistic elements as above mentioned, in addition to actantial roles proposed from the theory of narrative semantics applied for advertisement analysis. Results of the analysis show that, besides playing a major role in producing a multimodal advertising text in the Portuguese bank pamphlets, the (non-)verbal linguistic elements construct identity of the bank, customers and the product advertised. Therefore, conclusion can be drawn from the analysis that, in multimodal advertisements, construction of the three stakeholders’ identity differs as some (non-)verbal linguistic elements can reflect only one identity whereas others can do more. Also, some elements create identity denotatively while others do so connotatively. Above all, both verbal language and non-verbal components function to complete textual production for successful human communication, and serve social roles, one of which is to construct individuals’ self as found in the text

Case Study of Tailand´s Bank Pamphlet

UID/LIN/03213/2013With the main objective of presenting a linguistic model for the analysis of identity construction in multimodal texts, particularly in advertising, this article attempts to integrate three theoretical frameworks, namely the types of discourse of the Socio-Discursive Interactionism, Greimas’ actantial roles and the symbolic processes of the Grammar of Visual Design proposed by Kress & van Leeuwen. The first two theories are used to analyze verbal language form whereas the third is exclusively for images in advertising. The data sample is a Thai bank pamphlet of Siam Commercial Bank, collected in Bangkok, Thailand, in June, 2015. According to the data analysis, the theoretical frameworks employed here proves that identity, the psychological product, exists in the human mind and can be indexed by language in interaction. Also, the analysis found that identity could be projected as multimodally as language manifestation, of which forms are not only verbal but also pictorial.publishersversionpublishe

Genre and gender at work: the antithesis of man from pictorial analysis in Portuguese advertisements

This study presents a pictorial analysis of Portuguese advertisements from a visual semiotic perspective, particularly the symbolic attributive and suggestive processes. Aiming to elucidate the relationship between genre and gender, the study explored advertising genre, masculinity in advertisements, and the antithesis of man as primary theoretical concerns. The data consisted of five pictures from Portuguese advertisements. The analysis suggests that advertisements are a textual arena where not only genre but also gender is constructed and modified in collaboration. The image of the antithesis of man coexisting with the one of normative masculinity in the five Portuguese advertisements indicates that genre and gender are mutually and simultaneously fluid, with their boundary often blurred. That advertisements are often prone to changes in their function to attract customers implies new and evolving presentation forms of genre and gender. The combination of new and conventional images of masculinity, as shown in the analysis, impacts social and linguistic practices, particularly the fact that traditional norms of defining genre and gender, despite their resemblant quality, might be occasionally challenged or reconstructed in late-modern culture

Language and Identity in Multimodal Text: Case Study of Thailand’s Bank Pamphlet

With the main objective of presenting a linguistic model for the analysis of identity construction in multimodal texts, particularly in advertising, this article attempts to integrate three theoretical frameworks, namely the types of discourse of the Socio-Discursive Interactionism, Greimas’ actantial roles and the symbolic processes of the Grammar of Visual Design proposed by Kress e van Leeuwen. The first two theories are used to analyze verbal language form whereas the third is exclusively for images in advertising. The data sample is a Thai bank pamphlet of Siam Commercial Bank, collected in Bangkok, Thailand, in June, 2015. According to the data analysis, the theoretical frameworks employed here proves that identity, the psychological product, exists in the human mind and can be indexed by language in interaction. Also, the analysis found that identity could be projected as multimodally as language manifestation, of which forms are not only verbal but also pictorial