Unlocking Visual Grammar Theory: A Multi-Modal Discourse Analysis of Non-Product Advertisement.

With the fast development of growing technology, the discourse has evolved rapidly encompassing both the linguistic and non-linguistic modes of communication. Specially, business discourse in the 21st century competitive world has become multimodal offering itself to be analyzed from several aspects. Advertisements reflect multi-modality when make use of both linguistic and semiotic modes. The present study with a focus on one jubilee life insurance advertisement, explicates the relationship between linguistic and non-linguistic i.e., semiotic modes to show how such ads communicate the desired message to the target audience. For the purpose, the study utilizes Kress and Van Leeuwen’s (1996) theory of Visual Grammar. This study has found that the interrelation and interdependency of multiple modes in the advertisement contribute to meaning making. The findings of the study reveal that these relationships work at three levels: firstly, between the represented participants; secondly, between the represented participants and the viewers; and lastly, between the represented participants and the actual participants i.e. the ad makers and the viewers. The researcher maintains that the 21st century multimodal texts can be better analyzed when traditional literacy joins hands with an understanding and application of visual grammar theories like that of Kress and Van Leeuwen’s (1996) theory of Visual Grammar. [ABSTRACT FROM AUTHOR]