商品化
意识形态
理想(伦理)
基督教牧师
广告
社会学
符号学
语篇分析
系统功能语言学
心理学
媒体研究
语言学
政治学
业务
法学
哲学
政治
经济
市场经济
作者
Fei Victor Lim,Kay L. O’Halloran
出处
期刊:Semiotica
[De Gruyter]
日期:2012-01-17
卷期号:2012 (189)
被引量:27
标识
DOI:10.1515/sem-2012-0032
摘要
Building on research in systemic functional approaches to multimodal discourse analysis, this paper develops macro-analytical and micro-analytical techniques for transcription and analysis of a multimodal advertisement film text. This paper proposes the usefulness of the visual semantics stratum to investigate inter-frame relations in the multimodal film text. This approach is applied to an analysis of a teacher-recruitment television advertisement commissioned by the Singapore's Ministry of Education where the construction of an ideal teacher's identity becomes a form of commodification within a consumerist culture. The meanings in the advertisement are also discussed in light of prevailing ideologies in Singapore's education system.
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