MULTIMODAL METADISCOURSE IN ONLINE ADVERTISING: INTEGRATING VERBAL AND VISUAL STRATEGIES

Advances in Science and Education 2026 Open access

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Authors: Qudratova Shaxnoza Qodirovna
DOI: 10.70728/edu.v02.i03.029
Cited by: 0

Abstract

Online advertising increasingly relies on the integration of verbal and visual semiotic resources to create persuasive and engaging content. This study examines how metadiscourse functions across linguistic and visual modes in social media advertisements, highlighting the interdependence of text, imagery, color, typography, layout, and gaze direction in shaping meaning. Drawing on a corpus of fifty advertisements from Instagram, Snapchat, and Twitter, a mixed-methods approach was applied, combining quantitative frequency analysis of engagement markers, directives, boosters, and attitude expressions with qualitative multimodal discourse analysis of visual elements.

Fields of Study & Subjects

Discourse Analysis in Language Studies Linguistics and Discourse Analysis Linguistic research and analysis

Publication details

Journal / source
Advances in Science and Education
Volume
2
Issue
03
Pages
134–138
Publication date
17 February 2026
Language
EN