Vol. 2 No. 03 (2026), Articles
Vol. 2 No. 03 (2026)

MULTIMODAL METADISCOURSE IN ONLINE ADVERTISING: INTEGRATING VERBAL AND VISUAL STRATEGIES

Articles
Published 17-02-2026
Qudratova Shaxnoza Qodirovna
Qo‘qon davlat universiteti, assistent-o‘qituvchisi
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Keywords

Multimodal Discourse, Metadiscourse, Online Advertising, Social Media, Persuasion, Visual Semiotics, Engagement Markers

How to Cite

Shaxnoza Qodirovna, Q. (2026). MULTIMODAL METADISCOURSE IN ONLINE ADVERTISING: INTEGRATING VERBAL AND VISUAL STRATEGIES. Advances in Science and Education, 2(03), 134-138. https://doi.org/10.70728/edu.v02.i03.029
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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. 

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References

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