The ideal teacher: An analysis of a teacher-recruitment advertisement
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Victor Lim,
Abstract
Building on research in systemic functional approaches to multimodal discourse analysis, this paper develops macro-analytical and micro-analytical techniques for transcription and analysis of a multimodal advertisement film text. This paper proposes the usefulness of the visual semantics stratum to investigate inter-frame relations in the multimodal film text. This approach is applied to an analysis of a teacher-recruitment television advertisement commissioned by the Singapore's Ministry of Education where the construction of an ideal teacher's identity becomes a form of commodification within a consumerist culture. The meanings in the advertisement are also discussed in light of prevailing ideologies in Singapore's education system.
©[2012] by Walter de Gruyter Berlin Boston
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Articles in the same Issue
- Masthead
- The seventh signification of Sindbad: The “Greeking” of Sindbad from the Arabian nights to Disney
- Presence in the reading of literary narrative: A case for motor enactment
- Iconicity in urban place naming (with examples of names from places in Poland)
- At the circus backstage: Women, domesticity, and motherhood, 1975–2003
- Blackhorse Mitchell's Beauty of Navajoland: Bivalency, Dooajinída, and the work of contemporary Navajo poetry
- Semantics and critique of political economy in Adam Schaff
- The message of print, creative advertising: On the abductive guessing instinct as a prerequisite in comprehension
- Narrative cognition and modeling in new media communication from Peirce's semiotic perspective
- The activation of multileveled responses: James Phelan's rhetorical theory of narrative judgments
- Knowledge profiling the occupational therapy concept of occupation: Theory and case study
- The ideal teacher: An analysis of a teacher-recruitment advertisement
- Peirce's semiotics and Russian formalism: The story of Oedipus Rex
- The semiotics of communication
