A Genre and Multimodal Analysis of Milk Formula Advertisements in a Local Parenting Magazine

Abstract

The interplay of language and images is no longer uncommon in advertisements. This is particularly true for milk formula advertisements. Strategically used and effectively applied, these elements can persuade readers to desire the products. In this book chapter, the communicative purposes and rhetorical structure of milk formula advertisements will be presented. This is also followed by the strategies used on the multimodal features where the compositional meaning metafunction in shaping the milk formula advertisements will be discussed.