Print advertisements in Malaysia

Hashim, A. (2010) Print advertisements in Malaysia. World Englishes, 29. ISSN 0883-2919,

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Abstract

This paper examines print advertisements in Malaysia to determine how advertisers seek to achieve their primary goal of persuading or influencing an audience by the use of both language and visuals. It describes the main component moves and rhetorical strategies used by writers to articulate the communicative purpose of the genre and the language in the advertisements. A descriptive framework for multi-modal texts is adopted for analysing the visuals. How the advertisements encode national identity and cultural values, and illustrate innovative language use is shown. The findings illustrate the multilayered and competing values from various sources in the Malaysian society and reinforce the traditional as well as the new values based on national, global or commercial priorities.

Item Type:	Article
Funders:	UNSPECIFIED
Uncontrolled Keywords:	Print Advertisements
Subjects:	P Language and Literature > PL Languages and literatures of Eastern Asia, Africa, Oceania P Language and Literature > PR English literature
Divisions:	Faculty of Languages and Linguistics
Depositing User:	Ms Saidatul Azura Radzi
Date Deposited:	27 Nov 2013 04:03
Last Modified:	10 Jun 2014 01:50
URI:	http://eprints.um.edu.my/id/eprint/8572

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