A multimodal analysis of asiacell online advertisements

الملخص EN

The present study is a multimod�- al discourse analysis of 14 Arabic online advertisements of Asiacell Telecommunication Company.

Kress & van Leeuwen (2002, 2004) is used to blueprint the multimodal characteristics like colour, shot, gaze, etc.

The study reveals that Asiacell uses a simple language decorated with many lexical, syntactic and semantic characteristics.

It also shows that red, white and grey are dominating in image and text; short and medium are more applied than long shot; indirect participant gaze is more dominating than a direct one to express offer; and differentiation, modulation, representation and brightness are more implanted than others in the scale of colour.

It also confirms that the salient elements ,namely short texts based on Standard Arabic and Iraqi colloquial expressions and images of different backgrounds, are of equally-complementary relationship.