Author: Yiu, Chi Tung
Title: A multimodality study of attitudinal appraisal on Hong Kong and the U.S. anti-drug posters
Advisors: Feng, William (ENGL)
Degree: M.A.
Year: 2019
Subject: Advertising -- Language
English language -- Discourse analysis
Drug abuse -- Prevention -- United States
Drug abuse -- Prevention -- China -- Hong Kong
Hong Kong Polytechnic University -- Dissertations
Department: Department of English
Pages: 58 pages, pages 55-80 : color illustrations
Language: English
Abstract: This paper studies the attitudinal meaning in anti-drug print advertisement of Hong Kong and America. Using the appraisal theory suggested by Martin and White (2005), this study investigates the practice of attitude presentation in anti-drug advertisement and examines certain types of attitudes which would have higher tendency in the advertisements (ads). This study also compares how similar and different advertising approaches were adopted among Hong Kong and America. Hence, the preferences of attitudinal presentation were identified. It is found that negative attitudes are dominantly in anti-drug public service advertisements. Fear appeal is the most important component in both sets of advertisements. However, the attitudinal invocation of affect is slightly different between Hong Kong and the U.S. ads. Besides, there are distinct attitudinal constructions in terms of judgement and appreciation among two regions. Moreover, the multimodal analysis of images and texts assists the realization of the social reality and cultural values in Hong Kong and the U.S.
Rights: All rights reserved
Access: restricted access

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