e summary of a research article？_______________
A.Feng and Wignell (2011) reviewed recent studies on advertising discourse which showed the trend of using different styles of discourse types and voices from all walks of life in advertisements.They also noted that Appraisal Theory had been used to analyze other semiotic modes beyond language, but most studies of voice limited their scope to voices from specific sources.They addressed the same issue of intertextual voices, but with new frameworks of Systemic Functional Multimodal Discourse Analysis, to better account for the features of advertising discourse including non-linguistic resources, and investigate how various voices engage with the product in the context of the advertisement (p.565).
B.Advertising discourse has attracted much attention from semioticians because it “tends to use a wide range of semiotic resources”.It is acknowledged that direct propaganda is less and less used in advertisements and advertisers deploy various strategies to enhance their persuasive power while trying to reduce the appearance of their commercial nature.As a result, advertisements have become a “parasite discourse”, or a “hybridized discourse”, drawing on styles from all kinds of discourse types (e.g.science, education, fine art) and voices from all walks of life (e.g.experts, celebrities, children) (Feng & Wignell, 2011: 565).
C.Recent research in Appraisal Theory has gone beyond language to include other semiotic modes (Chen and Qin, 2007; Economou, 2006; Martin, 2001).However, most studies of voice limit their scope to voices from specific sources.For example, Iedema et al.(1994) and Martin and White (2005) study multiple voicing in media discourse, identifying “reporter voice”, “correspondent voice” and “commentator voice” in different media genres; Coffin’s (2000) work reveals the voice options of “recorder”, “interpreter” and “adjudicator” in history discourse; Chen (2010) identifies character voice, editor voice and reader voice in EFL teaching materials.Martin and White (2005) use the termsvoiceandkeyinterchangeably but, in line with the studies just mentioned, as well as the original use of the term in Bakhtin (1981),voiceis used to refer to the resources of dialogic engagement (Feng & Wignell, 2011: 565).
D.Recent studies on advertising discourse showed the trend of using different styles of discourse types and voices from all walks of life in advertisements.Appraisal Theory has been used to analyze other semiotic modes beyond language, but most studies of voice limit their scope to voices from specific sources.The same issue of intertextual voices is addressed in this study, but with new frameworks of Systemic Functional Multimodal Discourse Analysis to better account for the features of advertising discourse including non-linguistic resources, and investigate how various voices engage with the product in the context of the advertisement (Feng & Wignell, 2011: 565).
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