An interpersonal study of The Leading Hotels of the World. A systemic-functional social-semiotic approach

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Within the frameworks of Halliday’s SFL and Kress and Van Leeuwen’s VisualSocial Semiotics, the main aim of this chapter is to analyse how the verbal andvisual modes of ten tourist brochures, taken from The Leading Hotels of theWorld guide (2009), are co-deployed to construct interpersonal meaning. Theuse of declarative mood structures, the scarce presence of imperative clausesand the lack of interrogative clauses demonstrate that the verbal componentaccompanying the photographs does not encourage much interaction. However,the middle-shots and essentially the medium angles utilised are evidence ofthe engagement created between the visual readers and what is displayed in thephotographs. This analysis shows that words and images reinforce each otherto highlight the elitist characteristics of the facilities and services offered to thepotential clients.


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