| Document Type
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BL
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| Record Number
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861384
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| Main Entry
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Huang, Yuemei
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| Title & Author
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Multimodal communication : : a social semiotic approach to text and image in print and digital media /\ May Wong.
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| Publication Statement
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Cham, Switzerland :: Palgrave Macmillan,, [2019]
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| Page. NO
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1 online resource
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| ISBN
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3030154289
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: 9783030154288
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9783030154271
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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Intro; Acknowledgements; Contents; List of Figures; List of Tables; Chapter 1: Social Semiotics: Setting the Scene; 1.1 Theoretical Background of Social Semiotics; 1.2 Aims and Scope of This Book; References; Part I: Print Media; Chapter 2: Slim Arms, Waist, Thighs and Hips, but Not the Breasts: Portrayal of Female Body Image in Hong Kong's Magazine Advertisements; 2.1 Introduction; 2.2 Background Literature; 2.2.1 Cultural Expectations of Female Body Figure in Hong Kong; 2.2.2 Theory and Method of Analysis; 2.3 Analysis; 2.3.1 The Layout of the Print Advertisements
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2.3.2 The Analytical and Symbolic Representations2.4 Discussion; 2.4.1 Thin-Idealisation; 2.4.2 Gender Roles and Stereotypes; 2.4.3 Influence from Japanese Culture; 2.4.4 Intertextuality; 2.4.5 Final Remarks; References; Chapter 3: Postage Stamps as Windows on Social Changes and Identity in Postcolonial Hong Kong; 3.1 Introduction; 3.2 The Theoretical Considerations of Social Semiotics and National Identity; 3.3 An Overview of Hong Kong's Postage Stamps; 3.4 The Visual Meanings of Definitive Stamp Issues; 3.4.1 A Brief Description of the Three Post-handover Definitive Issues
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3.4.2 The Representational and Compositional Meanings of the Definitive Issues3.5 Discussion: Changing Definitions of National Identity; 3.5.1 Identity at a Crossroads; 3.5.2 East-West Hybridity; 3.5.3 Integration with the Motherland; 3.6 Final Remarks; References; Part II: Digital Media; Chapter 4: Emotional Branding in Multimodal Personal Loan TV Advertisements: Analysing Voices and Engagement; 4.1 Introduction: Corporate Branding and Advertising; 4.1.1 Background Literature on Emotional Branding; 4.2 Methodology: Data and Analytical Approach; 4.2.1 Data Selection and Transcription
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4.2.2 Data Analysis: Voices and Engagement4.3 How Character Voices, Discursive Voices and Viewer Engagement Work with Emotional Branding; 4.4 Hybridity in Branding Strategies and Its Impact on Viewer Engagement; 4.5 Conclusion; References; Chapter 5: The Discourse of Advertising for Luxury Residences in Hong Kong: A Multimodal Critical Discourse Analysis; 5.1 Introduction; 5.2 Theoretical Approaches; 5.3 Data and Methodology; 5.4 Multimodal Critical Discourse Analysis of Luxury Property TV Commercials; 5.4.1 Social Actors; 5.4.2 Social Actions; 5.4.3 Legitimations; 5.5 Conclusions; References
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Chapter 6: Digital Photography and Identity of Hong Kong Females: A Case Study of Facebook Images6.1 Introduction; 6.2 The Social-Semiotic Theory of Meaning and Representation; 6.3 Collage; 6.4 Art Filters; 6.5 Borders; 6.6 Discussion: A New Identity for Hong Kong Females; 6.7 Final Remarks: An Uphill Battle; References; Chapter 7: Significance of Social Semiotic Research; 7.1 Contributions of the Visual Analyses Undertaken in This Book; 7.2 Future Research; References; References; Index
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| Subject
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Communication.
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Semiotics.
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Communication.
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| Subject
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Semiotics.
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| Dewey Classification
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302.205
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| LC Classification
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P87.H83 2019
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