Asset Details
Do you wish to reserve the book?
Visual Rhetoric and Text Image Relations of Corporate Advertisements during the Pandemic
Hey, we have placed the reservation for you!
By the way, why not check out events that you can attend while you pick your title.
Oops! Something went wrong.
Looks like we were not able to place the reservation. Kindly try again later.
Are you sure you want to remove the book from the shelf?
Visual Rhetoric and Text Image Relations of Corporate Advertisements during the Pandemic
Do you wish to request the book?
Visual Rhetoric and Text Image Relations of Corporate Advertisements during the Pandemic
Please be aware that the book you have requested cannot be checked out. If you would like to checkout this book, you can reserve another copy
We have requested the book for you!
Your request is successful and it will be processed during the Library working hours. Please check the status of your request in My Requests.
Oops! Something went wrong.
Looks like we were not able to place your request. Kindly try again later.
Journal Article
Visual Rhetoric and Text Image Relations of Corporate Advertisements during the Pandemic
2025
Overview
The COVID-19 pandemic had a global impact and was covered by a wide array of media platforms, TV networks, and some brands were involved in campaigns of corporate advertisement using several multimodal forms related to Covid-19. This study examines the use of visual rhetoric and text-image relations in corporate advertisements during the COVID-19 pandemic. Nine corporate advertisements that use pandemic-related themes are analyzed using Maes and Schilperoord's (2007) interpretation of visual rhetoric, and Martinec and Salway's (2005) multimodal discourse framework of text-image relations. The study identifies common COVID-19 themes that are used by these businesses in their corporate advertisements and investigates their perceptual and conceptual interpretation with text-image relationships. Results show that the corporate advertisements analyzed used one of four COVID-19 themes: social distancing, mask-wearing, lockdown, and solidarity messages. They adapted their logos and redesigned the advertisement conceptually and perceptually to positively fit the COVID-19 message. Text and image functioned in equal or complementary status relations, improving the emotional involvement and intelligibility of the message. During the COVID-19 pandemic, brands retained consumer trust and encouraged social solidarity, combining conceptual, perceptual rhetoric tools, and effective use of text-image relationships.
Publisher
جامعة عين شمس - كلية البنات للآداب والعلوم والتربية
Subject
