Abstract
Unlike most in-flight magazines, Aeroflot’s in-flight magazine Aeroflot features alcohol advertising. Such advertising is constrained by Russian law, and Aeroflot is required to print a warning label that should occupy at least 10 per cent of the advertising space and inform readers of the impact of alcohol on health. This chapter investigates the interplay of linguistic and non-linguistic meanings in Aeroflot’s alcohol advertisements (printed in Russian) to evaluate how the warning labels follow legal requirements. The chapter applies the conceptual framework of Systemic Functional Linguistic (SFL) theory to first analyse the language of the warning label and then analyse the label’s realisation on the printed page by considering reading paths, compositional structure of the page, and the use of the colour palette.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Baldry, A and Thibault, P. (2005) Multimodal Transcription and Text Analysis (London: Equinox).
Bateman, J. (2008) Multimodality and Genre: A Foundation for the Systematic Analysis of Multimodal Documents (Basingstoke and New York: Palgrave Macmillan).
Berazhny, I. (2002) ‘Social nature of ritual verbal behavior’. In L. N. Chumak (ed.) Proceedings of the Fifth International Conference on Language and Society: Interdisciplinarity in Sociolinguistics (Minsk: RIVSH BGU), pp. 273–6.
Berazhny, I. (2008) ‘Construing an airline destination: English clause in a network’. In C. Wu, C. Matthiessen, and M. Herke (eds.) Proceedings of ISFC35: Voices Around the World (Sydney: Macquarie University, The 35th ISFC Organizing Committee), pp. 284–90.
Halliday, M. A. K. (1994) An Introduction to Functional Grammar (London: Edward Arnold).
Halliday, M. A. K. and Matthiessen, C. M. I. M. (1999) Construing Experience through Meaning: A Language Based Approach to Cognition (London: Continuum).
Halliday, M. A. K. and Matthiessen, C. M. I. M. (2004) An Introduction to Functional Grammar (3rd edn) (London: Edward Arnold).
Iedema, R. (2003) ‘Multimodality, resemiotization: extending the analysis of discourse as multi-semiotic practice’. Visual Communication 2(1): 29–57.
Kress, G. and van Leeuwen, T. (1996) Reading Images: The Grammar of Visual Design (London: Routledge).
Martin, J. R. and Rose, D. (2007) Genre Relations: Mapping Culture (London: Equinox).
Matthiessen, C. M. I. M. (2007) ‘The multisemiotic page: a systemic functional exploration’. In T. D. Royce and W. L. Bowcher (eds.) New Directions in the Analysis of Multimodal Discourse (Mahwah, NJ: Lawrence Erlbaum and Associates), pp. 1–62.
O’Toole, M. (1994) The Language of Displayed Art (London: Leicester University Press).
Thibault, P. (2004) Brain, Mind and the Signifying Body (London: Continuum).
Editor information
Editors and Affiliations
Copyright information
© 2012 Ivan Berazhny
About this chapter
Cite this chapter
Berazhny, I. (2012). Alcohol Advertising in Aeroflot. In: Bowcher, W.L. (eds) Multimodal Texts from Around the World. Palgrave Macmillan, London. https://doi.org/10.1057/9780230355347_7
Download citation
DOI: https://doi.org/10.1057/9780230355347_7
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-32140-7
Online ISBN: 978-0-230-35534-7
eBook Packages: Palgrave Language & Linguistics CollectionEducation (R0)