Multimodal Discourse Analysis Of Clothing Shop Window

With the advent of globalization, advances in science and technology accelerate thechanging needs of society. People in the past are more concerned about the mono-modaldiscourse, while nowadays language is no longer as the only means to express meaning.Multimodal discourse refers to the use of auditory, visual, tactile and other feelings tocommunicate through language, images, sounds, action or other semiotic resources. Asthe emerging field of study, the multimodal discourse analysis is growing rapidly anddrawing great attention from scholars.Multimodal discourse analysis is built on the basis of social semiotics and systemicfunctional theory. Perspective from systemic functional linguistics has become a tool tostudy the multimodal discourse. Kress and Van Leeuwen (1996,2006) establish aframework for multimodal discourse. O’Toole (1994) establishes a three-dimensionalmodel. Alfred Pang (2004) and Alias (2004) also apply multimodal theories to analyzethree-dimensional buildings.This thesis formulates a model for multimodal discourse analysis of shop windowbased on systemic-functional theory, visual grammar and frameworks ofthree-dimensional objects and tests the application of multimodal discourse theories. Byusing qualitative approach, the research analyzes the interactive meaning of shopwindow; thus deepens the understanding of multimodal discourse and provides a newperspective to shop window display and apparel brand.