A Multimodal Approach to Analyzing the Environmental Banners and Billboards of Tehran Municipality

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Abstract

This study was designed to analyze the environmental banners and billboards concerning the two environmental crises of “water shortage" and "air pollution", displayed between 1393/2014 and 1394/2015 by Tehran municipality. They were analyzed using the three dimensional texts approach, a branch of multimodality discourse analysis. The main question was: How can the environmental banners and billboards help reduce the environmental crises of “water shortage" and "air pollution", in Tehran metropolis? The assumption was that if no contrast was observed between the components of the banners and billboards (=the three dimensional texts) and those of the approach, the environmental advertisements (=the visual images) on the banners and billboards would have the capacity to be understood and appreciated by the readers/viewers. If not, some changes would be needed. In this descriptive-analytic study, 11 samples were analyzed. In general, the results were in line with Ravelli (2008), although some contrasts were observed as well. It was concluded that some limited changes were needed in some of the components to encourage perfect understanding of the messages by the viewers and readers

Highlights

سازمان زیباسازی شهرداری تهران (1394). آگهی‌های فرهنگی زیست‌محیطی. برگرفته از

http://www.zibasazi.ir/fa/cultural add/

Cranny- Francis, A. (1992). Engendered Fictions: Analyzing Gender in the Production and Reception of Texts (Communication and Culture). Sydney: New South Wales University Press.

Halliday, M. A. K. (1978). Language as Social Semiotic: The social interpretation of language and meaning. London: E. Arnold.

Halliday, M. A. K. (1994). Introduction to Functional Grammar. 2nd ed., London: E. Arnold.

Halliday, M. A. K. (2002). “On Grammar”. The Collected Works of M.A.K. Halliday (1). J. J. Webster (ed.), London/ New York: Continuum.

Kress, G. and T. van Leeuwen (2006). Reading Images: The Grammar of Visual Design. Oxford: Taylor and Francis.

Lemke, J. (1998). “Multiplying meaning: visual and verbal semiotics in scientific text”. Reading Science. J. Martin and R. Veel (eds.), London: Routledge.

O'Toole, M. (1994). The Language of Displayed Art. London: Leicester University Press.

O'Toole, M. (2004). Opera ludentes, the Sydney Opera House at work and play, in: K. L. O'Halloran (ed.), Multimodal discourse analysis, systemic – functional Perspectives (2008), London: Continuum, 11-27.

Pang, K. M. A. (2004). “Making History in From Colony to Nation: A Multimodal Analysis Of a Museum Exhibition. Multimodal Discourse Analysis; Systemic- Functional perspectives. K. L. O'Halloran (ed.), London: Continuum, 28-56.

Ravelli, L. J. (2008). “Analysing Space: Adapting and Extending Multimodal Frameworkds ”. Multimodal Semiotics: Functional Analysis in Contexts of Education. L. Unsworth (ed.), London & New York: Continuum, 15-34.

Safeyaton, A. (2004). “A Semiotic Study of Singapore's Orchard Road and Marriot's Hotel”. Multimodal Discourse Analysis; Systemic- Functional perspectives. K. L. O'Hallorn (ed.), London: Continuum, 55-79.

"Structure". Oxford English Dictionary (online ed.). Retieved 1st October 2015.

Van Leeuwen, T. (2005). Introducing Social Semiotics. USA: Routledge.

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References

سازمان زیباسازی شهرداری تهران (1394). آگهی‌های فرهنگی زیست‌محیطی. برگرفته از
http://www.zibasazi.ir/fa/cultural add/
 
Cranny- Francis, A. (1992). Engendered Fictions: Analyzing Gender in the Production and Reception of Texts (Communication and Culture). Sydney: New South Wales University Press.
Halliday, M. A. K. (1978). Language as Social Semiotic: The social interpretation of language and meaning. London: E. Arnold.
Halliday, M. A. K. (1994). Introduction to Functional Grammar. 2nd ed., London: E. Arnold.
Halliday, M. A. K. (2002). “On Grammar”. The Collected Works of M.A.K. Halliday (1). J. J. Webster (ed.), London/ New York: Continuum.
Kress, G. and T. van Leeuwen (2006). Reading Images: The Grammar of Visual Design. Oxford: Taylor and Francis.
Lemke, J. (1998). “Multiplying meaning: visual and verbal semiotics in scientific text”. Reading Science. J. Martin and R. Veel (eds.), London: Routledge.
O'Toole, M. (1994). The Language of Displayed Art. London: Leicester University Press.
O'Toole, M. (2004). Opera ludentes, the Sydney Opera House at work and play, in: K. L. O'Halloran (ed.), Multimodal discourse analysis, systemic – functional Perspectives (2008), London: Continuum, 11-27.
Pang, K. M. A. (2004). “Making History in From Colony to Nation: A Multimodal Analysis Of a Museum Exhibition. Multimodal Discourse Analysis; Systemic- Functional perspectives. K. L. O'Halloran (ed.), London: Continuum, 28-56.
Ravelli, L. J. (2008). “Analysing Space: Adapting and Extending Multimodal Frameworkds ”. Multimodal Semiotics: Functional Analysis in Contexts of Education. L. Unsworth (ed.), London & New York: Continuum, 15-34.
Safeyaton, A. (2004). “A Semiotic Study of Singapore's Orchard Road and Marriot's Hotel”. Multimodal Discourse Analysis; Systemic- Functional perspectives. K. L. O'Hallorn (ed.), London: Continuum, 55-79.
"Structure". Oxford English Dictionary (online ed.). Retieved 1st October 2015.
Van Leeuwen, T. (2005). Introducing Social Semiotics. USA: Routledge.
 

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