Multimodal Discourse Analysis of Image-Text Relations in Persian and English Advertisements in Terms of LogicoSemantics

Abstract

This article conducts a comprehensive Multimodal Discourse Analysis (MDA) to examine the intricate relationship between images and texts in Persian and English advertisements, with a specific focus on logico semantics. The study aims to unravel how linguistic and visual elements collaboratively construct meaning and communicate persuasive messages in the advertising context. Drawing on a diverse selection of Persian and English advertisements, the research employs logico semantics as a theoretical framework to analyze the logical and semantic interplay between the visual and textual components. Through a qualitative investigation, the study explores how images and texts complement, reinforce, or diverge from each other to convey nuanced meanings and engage the audience. The comparative analysis between Persian and English advertisements enhances cross-cultural insights into the multimodal strategies employed in advertising discourse. By scrutinizing the logico-semiotic elements, this research contributes to a deeper understanding of how advertisers strategically combine visual and linguistic elements to create persuasive and culturally resonant messages. The findings of this study not only shed light on the specific logico-semiotic patterns within Persian and English advertisements but also offer implications for advertisers, linguists, and communication scholars interested in the multifaceted dynamics of image-text relations in the realm of advertising. This research contributes to the broader discourse on multimodality and underscores the significance of considering cultural and linguistic nuances in the design and analysis of advertising messages.