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" Ramadan gathers us!: A discourse analysis of advertisements during the month of Ramadan "
Amani Aloqla
Kaplan-Weinger, Judith
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Latin Dissertation
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| Language of Document
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English
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| Record Number
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804427
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| Doc. No
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TL49258
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| Call number
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1877973988; 10244446
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| Main Entry
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Tanis, Haci
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| Title & Author
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Ramadan gathers us!: A discourse analysis of advertisements during the month of Ramadan\ Amani AloqlaKaplan-Weinger, Judith
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| College
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Northeastern Illinois University
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| Date
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2016
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| Degree
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M.A.
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| field of study
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Linguistics
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2016
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| Page No
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65
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| Note
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Committee members: Gebhardt, Lewis; Hallett, Richard; Kaplan-Weinger, Judith
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Place of publication: United States, Ann Arbor; ISBN=978-1-369-65854-5
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| Abstract
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Muslim identity is reflected in advertisements, specifically during Ramadan. Ramadan is the ninth month of the Islamic calendar. Muslims worldwide fast during this month from sunrise until sundown according to Islamic belief. Advertisements aim to forge cooperation and communication between all Muslims during the holy month and the Eid holiday that follows. This study applies a multimodal discourse analysis to three television commercials: 1) Ya hilal (The Moon), 2) kuall alnas ymlkun hadaia fi Ramadan (All People Have Gifts in Ramadan), and 3) Shukran ala alsadah (Thank You for Happiness) by the Kuwait Communication Company. All three commercials were obtained from YouTube.com. This thesis includes an analysis of both visual and verbal modes through the processes of multimodal discourse analysis and inter-mode relations. In these advertisements, advertisers represent the practices all Muslims should follow according to their religion. The three videos reveal Muslim identity by reflecting not only their religion, but also society and culture. The results show that all Muslims, especially children, during Eid are euphoric because they meet with their family and friends. These three commercials highlight the bounty of food and drink that Muslims consume during Ramadan. Moreover, the advertisements include clothes, colors, the moon, and music that symbolize the month of Ramadan.
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| Subject
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Linguistics; Islamic Studies
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| Descriptor
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Language, literature and linguistics;Social sciences
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| Added Entry
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Kaplan-Weinger, Judith
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LinguisticsNortheastern Illinois University
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