Abstract:
Thematic progression and the composition of information value contribute
to the development of well-structured meaningful text. Discourse-based research
of the textual features has been confined to language learning and workplace
contexts, and in particular advertising and marketing research. features. This case
study employed a Systemic Functional Multimodal Discourse Analysis (SF MDA) to investigate and compare thematic progression patterns and to investigate
the logico–semantic expansions between the visual semiotic resources and the text
surrounding them.
The findings of the SF-MDA even though research findings of textual
theme between logical relation image-text, there were 6 figure used logical
relation elaboration, 8 figure used logical relation extension, and 3 used logical
relation enhancement. Zig-zag pattern thematic progression, topical theme and
logical relation extension dominantly in abbreviation contained in discourse ads.
