Multimodal Discourse Analysis Of Professional Tourism Campaign Titled 'Saudi By Saudis.'

Abstract

This research employs descriptive qualitative methods to conduct a comprehensive multimodal analysis of a professional tourism campaign titled 'Saudi By Saudis. The study focuses on examining diverse elements such as text, symbols, images, sounds, and gestures utilized in these advertisements, with data sourced directly from a video of a professional tourism campaign titled 'Saudi By Saudis'. The notable tagline, 'Saudi By Saudis', serves as a pivotal component in conveying the overarching message. The results reveal a sophisticated multimodal semiotic system within a professional tourism campaign titled 'Saudi By Saudis', encompassing linguistic, visual, audio, gestural, and spatial elements. These modalities are intricately interconnected in constructing the meaning of the advertisement, resulting in a message that is intelligible to the audience. Furthermore, this research aspires to contribute to the advancement of the discourse analysis discipline, particularly in the realm of multimodal analysis, thereby enhancing our understanding of how various semiotic elements collaborate in constructing meaning in advertising discourse