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Title Linguistic Framing in Real Estate Discourse: A Multimodal Analysis

Author(s) Abdul Basit khan

Abstract In this study, the researcher has explored the role of lexical choices and visuals in real estate advertising. The researcher has selected thirty-five real estate advertisements of Gulburg and Gulburg Greens for analysis. To make twofold analysis, the researcher has integrated two theoretical models i.e. Kress’ (1996) Visual Grammar and Blackmore and Holmes’ (2013) model of Frame Analysis. These two models helped in decoding and investigating the hidden ideologies and message which these advertising have. Firstly, the researcher made an analysis of linguistic frames which are created with the help of different syntactic and semantic techniques and with the help of trigger words to grasp the attention of the viewers for boosting economic growth. The researcher also found different values which are attributed with the frames. These values are categorized either as extrinsic or intrinsic. The extrinsic values are purely commercial and are meant to increase economic growth in real estate sector. The real estate advertising apparently creates intrinsic values which deal with the benevolence of society and environment, but the current research investigated how these values are used for commercial purposes. These values create a misleading impression on the viewers and the viewers are emotionally and psychologically tempted by the advertisements. The researcher also found different modes of communication which play a vital role in conveying the message of the advertisers. These modes also produce a misleading impression of advertisements on the readers. Finally, the researcher also explored the way through which the relation between the producers of the advertisements and the viewers is being developed.

Type Thesis/Dissertation MS

Faculty Languages

Department English

Language English

Publication Date 2021-03-12

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