This paper proposes the integration into a coherent whole of current insights from two linguistic approaches, cognitive and systemic functional linguistics, with the aim of trying to develop an analytical tool that will allow users a deeper understanding when examining advertising discourse, which is characterized by relying on a multimodal universe since two are the semiotic modes used: langua...

This article explores the labeling of the iPhone as the ‘Jesus phone’ in order to demonstrate how religious metaphors and myth can be appropriated into popular discourse and shape the reception of a technology. We consider the intertextual nature of the relationship between religious language, imagery and technology and demonstrate how this creates a unique interaction between technology fans a...

Rhetorical figures, which are frequently applied in advertisements, can add literary flavor to the texts, gratify audiences’ aesthetic needs, and deepen their impression. In advertisement translation, it is very common that the rhetorical figures applied in the original text are replaced with new ones in the translation. This research focuses on rhetorical figures’ function of enhancing audienc...

This study examines digital fashion advertising discourse on social media from a multimodal perspective. The focus is Facebook clothing posts published by 'H&M' and the effect of gender determining semiotic modes used in such advertisements. data consists 8 for two genders company during (2020-2022). were analyzed using Kress Van Leeuwen's (2006) Visual Grammar paradigm to explore role choi...