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ERIC Number: EJ894634
Record Type: Journal
Publication Date: 2010-Sep
Pages: 16
Abstractor: As Provided
Reference Count: 23
ISSN: ISSN-0883-2919
Print Advertisements in Malaysia
Hashim, Azirah
World Englishes, v29 n3 p378-393 Sep 2010
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.
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Publication Type: Journal Articles; Reports - Evaluative
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Malaysia