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A relevance-theoretic approach to multimodal discourse analysis : a case study of emoji advertising
Author
Source
International Journal of Linguistics, Literature and Translation
Issue
Vol. 6, Issue 4 (30 Apr. 2023), pp.115-120, 6 p.
Publisher
Al-Kindi Center for Research and Development
Publication Date
2023-04-30
Country of Publication
United Kingdom
No. of Pages
6
Main Subjects
Information Technology and Computer Science
Abstract EN
With the development of the internet and mass media, emojis are not only frequently used in daily internet-based communication but have become important marketing tools.
Based on the relevance theory, this paper will take emojis in advertising as the research object.
From the perspective of implicit/explicit information, contextual construction, and implicated conclusion, it aims to explore how this multimodal resource in advertisement helps the audience to get the advertiser’s communicative intentions and obtain optimal relevance.
This study concludes that emojis serve as a tool of ostensive communication, conveying the message with the presumption of relevance; emojis help consumers construct new cognitive context; and they are complementary with other modalities, which increase the ostension of information and save cognitive effort, and promote the audience find the optimal relevance path.
American Psychological Association (APA)
Lai, Fulin. 2023. A relevance-theoretic approach to multimodal discourse analysis : a case study of emoji advertising. International Journal of Linguistics, Literature and Translation،Vol. 6, no. 4, pp.115-120.
https://search.emarefa.net/detail/BIM-1496926
Modern Language Association (MLA)
Lai, Fulin. A relevance-theoretic approach to multimodal discourse analysis : a case study of emoji advertising. International Journal of Linguistics, Literature and Translation Vol. 6, no. 4 (2023), pp.115-120.
https://search.emarefa.net/detail/BIM-1496926
American Medical Association (AMA)
Lai, Fulin. A relevance-theoretic approach to multimodal discourse analysis : a case study of emoji advertising. International Journal of Linguistics, Literature and Translation. 2023. Vol. 6, no. 4, pp.115-120.
https://search.emarefa.net/detail/BIM-1496926
Data Type
Journal Articles
Language
English
Notes
Includes bibliographical references : p. 119-120
Record ID
BIM-1496926