Mediating argumentative deconstruction of advertising discourses: a new means of multimodal learning

摘要

Drawing upon a social semiotic perspective, this article examines the argumentative discourse of Media Bites videos: http://griid.org/category/media-bites/. Each of these videos instructively exposes how the advertising discourse of various companies is articulated when promoting well-known products in their commercials. This article focuses on the persuasive features of Media Bites argumentation that challenge the legitimacy of the original advertising discourses. Looking specifically at the structure of argumentation, it investigates how the choice and multifunctional interplay of semiotic modes as language and images participate in the processes of instructive persuasion when the commercials are deconstructed in front of the viewers’ eyes. This article also intends to establish how the meaning-making relations between the semiotic modes change the prescribed roles of the viewers who are transformed from prospective consumers into critical learners. Thus, it is meant to highlight the multimodal strategies employed in the persuasive argumentation to enhance the viewers’ abilities ‘to read’ the multimodal texts and comprehend the deceptive advertising messages.View full textDownload full textKeywordsargumentation, persuasion, multimodality, advertising discourseRelated var addthis_config = { ui_cobrand: "Taylor & Francis Online", services_compact: "citeulike,netvibes,twitter,technorati,delicious,linkedin,facebook,stumbleupon,digg,google,more", pubid: "ra-4dff56cd6bb1830b" }; Add to shortlist Link Permalink http://dx.doi.org/10.1080/17439884.2012.655744