Representations of Ethos as Constructed by Text-Image Synergy in a Corporate Website

Authors

  • Hala Tawfik Sorour Maklad

DOI:

https://doi.org/10.33806/ijaes2000.16.1.10

Keywords:

Arabic-English Studies

Abstract

Visual-verbal blends which have become “a virtual shop window” for communicating corporate ethos are common features of websites. It is assumed that the Text-Image synergy   in the website would contribute to constructing the representations of the three Ethos Dimensions: Caring, Competence and Trustworthiness. Hence, the study attempts to explore the representations of such ethos dimensions as constructed by visual-verbal synergy.  The data of the study are 30 Text-Image Showcases - a framed display window situated at the center of the webpage - collected from the website of Credit Agricole Egypt.   Drawing on the analysis frameworks of Martinec and Salway (2005), and Kong (2006), text-image synergy are identified through determining (a) Status, where reference is made to visual transitivity system (Kress and Leeuwen, 2006) and grammatical transitivity (Halliday and Matthiessen, 2014); (b) Text-Image Logico-Semantic relations:  Expansion (Elaboration, Extension, and Elaboration), and Projection, based on Halliday and Matthiessen (2014); and (c)  Metaphorical Nature of the Text-Image Relation, i.e. verbo-pictorial metaphors where the picture is the source and the text is the target.  .

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Date of Publication

2016-01-01

How to Cite

Tawfik Sorour Maklad, H. (2016). Representations of Ethos as Constructed by Text-Image Synergy in a Corporate Website. International Journal of Arabic-English Studies, 16(1), 191–220. https://doi.org/10.33806/ijaes2000.16.1.10

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