A Multimodal Analysis of Hyperbolic Devices in Advertisements of Health and Beauty Products
DOI:
https://doi.org/10.36586/jcl.2.2021.0.44.0094Keywords:
: multimodal, analysis, hyperbole, advertisements, beauty,Abstract
This paper examines the use of one of the most common linguistic devices which is hyperbole. It shows how hyperbolic devices are used as an aspect of exaggeration or overstatement for an extra effect in which the speaker can use hyperbole to add something extra to a situation in order to exaggerate his idea or speech. It is, like other figures of speech, used to express a negative or positive attitude of a specific unit of language. Thus, this paper is set against a background of using hyperbole concerning two main fields (advertisements and propaganda). So, the use of hyperbole will be implied by analyzing them concerning their meaning) literal and non-literal). Methodology of this study follows the specific model of analysis adopted from Barthes (1977) cited in Machin (2007).
This work is licensed under a Creative Commons Attribution 4.0 International License.
( Received on 10/1/2021 - Accepted on 22/3/2021 - Published on 1/6/2021 )
References
- Abbott, B. (2010) Reference. Oxford: Oxford University Press.
- Barthes, R. (1977) Image Music Text. London: Fontana Press.
- Cruse, A. (2006) A Glossary of Semantics and Pragmatics. Edinburgh: Edinburgh University Press.
- Crystal, D. (1997) A Dictionary of Linguistics and Phonetics. Blackwell: Oxford.
- Ellison, L., K. (2014) Age transcended: A semiotic and Rhetorical Analysis of the Discourse of Agelessness in North American Anti-Aging Skin Care Advertisements. Aging Studies: vol. 29. https://tinyurl.com/ybvf2ntn
- Goddard, Angela (1998) The Language of Advertising. New York: Tailor and Francis e- Library.
- Kaur, K., Arumugam, N., Yunus, M., N. (2013) Beauty Product Advertisements: A Critical Discourse Analysis. Asian Social Science: vol. 9, No. 3. https://tinyurl.com/4w2praaa
- Kress, G. & Van Leeuwen, T. (1996) Reading Images: The Grammar of Visual Design. London and New York: Routledge.
- Leech, N. Geoffrey (1973) A Linguistic Guide to English Poetry. London: Longman Group Ltd.
- Leech, N. Geoffrey (1990) Semantics. London: Penguin Group.
- Lyons, John (2005) Linguistic Semantics. Cambridge: Cambridge University Press.
- Machin, D (2007) Introduction to Multimodal Analysis. Oxford: Oxford University Press.
- Montgomery, Martin (2007) The Discourse of Broadcast News: A Linguistic Approach. New York: Routledge Group.
- Noriega, A. (2012) The Conflation of Health and Beauty in Advertising: A critical Multimodal Discourse Analysis of Three Television Commercials, Master’s thesis. Carleton University, Ottawa Ontario. https://tinyurl.com/fkx349k3
- Richardson, J. E. (2007) Analyzing Newspapers. Beijing: Palgrave Macmillan.
- Saeed, I. John (2000) Semantics. London: Padstow, Cornwell.
- Saussure, F.D. (1966) Course in General Linguistics. New York, Philosophical Library, Inc.
- Stern, G. (1973) Meaning and Change of Meaning. Bloomington: Indiana University Press.
- Van Dijk, T.A. (1997) Discourse as Structure and process. London, SAGE Publications, Ltd.
Web References
- https://tinyurl.com/487ypdaw
- https://tinyurl.com/r2yvtc8w
- https://tinyurl.com/8cbpj36a
- https://tinyurl.com/ybu5v5tb
- https://tinyurl.com/4xf955ef
