AN ANALYSIS OF TEXTUAL AND LOGICAL-RELATIONS IN COSMETIC ADVERTISING; MULTIMODAL DISCOURSE ANALYSIS

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.