{"id":"https://openalex.org/W2304523945","doi":"https://doi.org/10.5392/ijoc.2015.11.2.050","title":"Multimodal Discourse: A Visual Design Analysis of Two Advertising Images","display_name":"Multimodal Discourse: A Visual Design Analysis of Two Advertising Images","publication_year":2015,"publication_date":"2015-06-28","ids":{"openalex":"https://openalex.org/W2304523945","doi":"https://doi.org/10.5392/ijoc.2015.11.2.050","mag":"2304523945"},"language":"en","primary_location":{"id":"doi:10.5392/ijoc.2015.11.2.050","doi":"https://doi.org/10.5392/ijoc.2015.11.2.050","is_oa":true,"landing_page_url":"https://doi.org/10.5392/ijoc.2015.11.2.050","pdf_url":"http://koreascience.or.kr:80/article/JAKO201527352117919.pdf","source":{"id":"https://openalex.org/S2764529794","display_name":"International Journal of Contents","issn_l":"1738-6764","issn":["1738-6764","2093-7504"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["doaj","kci-registered"],"host_organization":"https://openalex.org/P4310319508","host_organization_name":"Korea Contents Associaition","host_organization_lineage":["https://openalex.org/P4310319508"],"host_organization_lineage_names":["Korea Contents Associaition"],"type":"journal"},"license":"cc-by-nc","license_id":"https://openalex.org/licenses/cc-by-nc","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Journal of Contents","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"http://koreascience.or.kr:80/article/JAKO201527352117919.pdf","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5006162103","display_name":"Tan Hai Ly","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I79817857","display_name":"University of Guelph","ror":"https://ror.org/01r7awg59","country_code":"CA","type":"education","lineage":["https://openalex.org/I79817857"]}],"countries":["CA"],"is_corresponding":false,"raw_author_name":"Tan Hai Ly","raw_affiliation_strings":["Open Learning and Educational Support University of Guelph , Guelph , Ontario , N1G 2W1 , Canada"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Open Learning and Educational Support University of Guelph , Guelph , Ontario , N1G 2W1 , Canada","institution_ids":["https://openalex.org/I79817857"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5008363597","display_name":"Chae Kwan Jung","orcid":"https://orcid.org/0000-0003-0706-3840","observed_orcids":["https://orcid.org/0000-0003-0706-3840"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Chae Kwan Jung","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":46,"citation_normalized_percentile":{"value":0.30165816,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":93,"max":99},"biblio":{"volume":"11","issue":"2","first_page":"50","last_page":"56"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13250","display_name":"Semiotics and Representation Studies","score":0.4569999873638153,"subfield":{"id":"https://openalex.org/subfields/1208","display_name":"Literature and Literary Theory"},"field":{"id":"https://openalex.org/fields/12","display_name":"Arts and Humanities"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13250","display_name":"Semiotics and Representation Studies","score":0.4569999873638153,"subfield":{"id":"https://openalex.org/subfields/1208","display_name":"Literature and Literary Theory"},"field":{"id":"https://openalex.org/fields/12","display_name":"Arts and Humanities"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10366","display_name":"Discourse Analysis in Language Studies","score":0.38350000977516174,"subfield":{"id":"https://openalex.org/subfields/1208","display_name":"Literature and Literary Theory"},"field":{"id":"https://openalex.org/fields/12","display_name":"Arts and Humanities"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12119","display_name":"Linguistics and Discourse Analysis","score":0.06379999965429306,"subfield":{"id":"https://openalex.org/subfields/1211","display_name":"Philosophy"},"field":{"id":"https://openalex.org/fields/12","display_name":"Arts and Humanities"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/multimodal-discourse","display_name":"multimodal discourse","score":0.9520000219345093},{"id":"https://openalex.org/keywords/visual-grammar","display_name":"visual grammar","score":0.7940000295639038},{"id":"https://openalex.org/keywords/advertising-images","display_name":"advertising imagery","score":0.8970000147819519},{"id":"https://openalex.org/keywords/magazine-advertising","display_name":"magazine advertising","score":0.9210000038146973},{"id":"https://openalex.org/keywords/visual-semiotics","display_name":"visual semiotics","score":0.6919999718666077},{"id":"https://openalex.org/keywords/meaning-of-images","display_name":"meaning of images","score":0.6460000276565552},{"id":"https://openalex.org/keywords/symbolic-attributes","display_name":"symbolic attributes","score":0.6769999861717224},{"id":"https://openalex.org/keywords/visual-communication","display_name":"visual communication","score":0.5929999947547913},{"id":"https://openalex.org/keywords/product-identity","display_name":"product identity","score":0.5109999775886536}],"concepts":[{"id":"https://openalex.org/C139997677","wikidata":"https://www.wikidata.org/wiki/Q60195","display_name":"Semiotics","level":2,"score":0.7489803433418274},{"id":"https://openalex.org/C26022165","wikidata":"https://www.wikidata.org/wiki/Q8091","display_name":"Grammar","level":2,"score":0.6937986016273499},{"id":"https://openalex.org/C199033989","wikidata":"https://www.wikidata.org/wiki/Q1318295","display_name":"Narrative","level":2,"score":0.643704891204834},{"id":"https://openalex.org/C2780878386","wikidata":"https://www.wikidata.org/wiki/Q1659648","display_name":"Visual language","level":2,"score":0.6059752702713013},{"id":"https://openalex.org/C2780876879","wikidata":"https://www.wikidata.org/wiki/Q3054749","display_name":"Meaning (existential)","level":2,"score":0.5972940921783447},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.5844812393188477},{"id":"https://openalex.org/C25343380","wikidata":"https://www.wikidata.org/wiki/Q277521","display_name":"Relation (database)","level":2,"score":0.5549147129058838},{"id":"https://openalex.org/C105842133","wikidata":"https://www.wikidata.org/wiki/Q1899679","display_name":"Visual communication","level":2,"score":0.5537482500076294},{"id":"https://openalex.org/C41895202","wikidata":"https://www.wikidata.org/wiki/Q8162","display_name":"Linguistics","level":1,"score":0.45041346549987793},{"id":"https://openalex.org/C63075964","wikidata":"https://www.wikidata.org/wiki/Q3277307","display_name":"Visual rhetoric","level":3,"score":0.41293489933013916},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.3307206630706787},{"id":"https://openalex.org/C204321447","wikidata":"https://www.wikidata.org/wiki/Q30642","display_name":"Natural language processing","level":1,"score":0.3217446506023407},{"id":"https://openalex.org/C49774154","wikidata":"https://www.wikidata.org/wiki/Q131765","display_name":"Multimedia","level":1,"score":0.26381662487983704},{"id":"https://openalex.org/C77088390","wikidata":"https://www.wikidata.org/wiki/Q8513","display_name":"Database","level":1,"score":0.0},{"id":"https://openalex.org/C138885662","wikidata":"https://www.wikidata.org/wiki/Q5891","display_name":"Philosophy","level":0,"score":0.0},{"id":"https://openalex.org/C542102704","wikidata":"https://www.wikidata.org/wiki/Q183257","display_name":"Psychotherapist","level":1,"score":0.0},{"id":"https://openalex.org/C1370556","wikidata":"https://www.wikidata.org/wiki/Q81009","display_name":"Rhetoric","level":2,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.5392/ijoc.2015.11.2.050","doi":"https://doi.org/10.5392/ijoc.2015.11.2.050","is_oa":true,"landing_page_url":"https://doi.org/10.5392/ijoc.2015.11.2.050","pdf_url":"http://koreascience.or.kr:80/article/JAKO201527352117919.pdf","source":{"id":"https://openalex.org/S2764529794","display_name":"International Journal of Contents","issn_l":"1738-6764","issn":["1738-6764","2093-7504"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["doaj","kci-registered"],"host_organization":"https://openalex.org/P4310319508","host_organization_name":"Korea Contents Associaition","host_organization_lineage":["https://openalex.org/P4310319508"],"host_organization_lineage_names":["Korea Contents Associaition"],"type":"journal"},"license":"cc-by-nc","license_id":"https://openalex.org/licenses/cc-by-nc","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Journal of Contents","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.5392/ijoc.2015.11.2.050","doi":"https://doi.org/10.5392/ijoc.2015.11.2.050","is_oa":true,"landing_page_url":"https://doi.org/10.5392/ijoc.2015.11.2.050","pdf_url":"http://koreascience.or.kr:80/article/JAKO201527352117919.pdf","source":{"id":"https://openalex.org/S2764529794","display_name":"International Journal of Contents","issn_l":"1738-6764","issn":["1738-6764","2093-7504"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["doaj","kci-registered"],"host_organization":"https://openalex.org/P4310319508","host_organization_name":"Korea Contents Associaition","host_organization_lineage":["https://openalex.org/P4310319508"],"host_organization_lineage_names":["Korea Contents Associaition"],"type":"journal"},"license":"cc-by-nc","license_id":"https://openalex.org/licenses/cc-by-nc","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Journal of Contents","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W2304523945.pdf","grobid_xml":"https://content.openalex.org/works/W2304523945.grobid-xml"},"referenced_works_count":14,"referenced_works":["https://openalex.org/W29132024","https://openalex.org/W596078672","https://openalex.org/W1504748141","https://openalex.org/W1558254717","https://openalex.org/W1970537043","https://openalex.org/W1987954138","https://openalex.org/W1988481102","https://openalex.org/W2014313181","https://openalex.org/W2019413183","https://openalex.org/W2026000422","https://openalex.org/W2045564749","https://openalex.org/W2093481851","https://openalex.org/W2112980459","https://openalex.org/W2160775214"],"related_works":["https://openalex.org/W3125964164","https://openalex.org/W6930922239","https://openalex.org/W7058473081","https://openalex.org/W4391028041","https://openalex.org/W4381436587","https://openalex.org/W4319265062","https://openalex.org/W2389907735","https://openalex.org/W3120118226","https://openalex.org/W7007841525","https://openalex.org/W7119327093"],"abstract_inverted_index":{"The":[0,74,106,131],"area":[1],"of":[2,10,45,93,103,128,136,143],"discourse":[3],"analysis":[4],"has":[5],"long":[6],"neglected":[7],"the":[8,43,66,70,78,94,100,104,116,126,129,134,141],"value":[9],"images":[11,24,56,117,144],"as":[12],"a":[13,48],"semiotic":[14],"resource":[15],"in":[16,27,51,115],"communication.":[17],"This":[18],"paper":[19],"suggests":[20],"that":[21,77,121],"like":[22],"language,":[23],"are":[25,31,57],"rich":[26],"meaning":[28],"potential":[29,142],"and":[30,62,65,82,88,90,108,112,139],"governed":[32],"by":[33],"visual":[34,52,137],"grammar":[35,138],"structures":[36],"which":[37,96],"can":[38],"be":[39,123],"utilized":[40],"to":[41,69,99,125,145],"decode":[42],"meanings":[44],"images.":[46,105],"Employing":[47],"theoretical":[49],"framework":[50,79],"communication,":[53],"two":[54],"digital":[55],"examined":[58],"for":[59],"their":[60],"representational":[61],"interactive":[63],"dimensions":[64],"dimensions'":[67],"relation":[68],"magazine":[71],"advertisement":[72],"genre.":[73],"results":[75],"show":[76],"identified":[80],"narrative":[81],"conceptual":[83],"processes,":[84],"relations":[85],"between":[86,110],"participants":[87,113],"viewers,":[89],"symbolic":[91],"attributes":[92],"images,":[95],"all":[97],"contribute":[98],"sociological":[101],"interpretations":[102],"identities":[107],"relationships":[109],"viewers":[111],"suggested":[114],"signify":[118],"desirable":[119],"qualities":[120],"may":[122],"associated":[124],"product":[127],"advertiser.":[130],"findings":[132],"support":[133],"theory":[135],"highlight":[140],"convey":[146],"multi-layered":[147],"meanings.":[148]},"counts_by_year":[{"year":2026,"cited_by_count":2},{"year":2025,"cited_by_count":3},{"year":2024,"cited_by_count":8},{"year":2023,"cited_by_count":12},{"year":2022,"cited_by_count":10},{"year":2021,"cited_by_count":9},{"year":2020,"cited_by_count":2}],"updated_date":"2026-08-06T08:24:18.245995","created_date":"2016-06-24T00:00:00"}