عنوان

Ramadan gathers us!: A discourse analysis of advertisements during the month of Ramadan

Number

TL49258

.Language of Text, Soundtrack etc

انگلیسی

Title Proper

Ramadan gathers us!: A discourse analysis of advertisements during the month of Ramadan

General Material Designation

[Thesis]

First Statement of Responsibility

Amani Aloqla

Subsequent Statement of Responsibility

Kaplan-Weinger, Judith

Name of Publisher, Distributor, etc.

Northeastern Illinois University

Date of Publication, Distribution, etc.

2016

Specific Material Designation and Extent of Item

65

Text of Note

Committee members: Gebhardt, Lewis; Hallett, Richard; Kaplan-Weinger, Judith

Text of Note

Place of publication: United States, Ann Arbor; ISBN=978-1-369-65854-5

Dissertation or thesis details and type of degree

M.A.

Discipline of degree

Linguistics

Body granting the degree

Northeastern Illinois University

Text preceding or following the note

2016

Text of Note

Muslim identity is reflected in advertisements, specifically during Ramadan. Ramadan is the ninth month of the Islamic calendar. Muslims worldwide fast during this month from sunrise until sundown according to Islamic belief. Advertisements aim to forge cooperation and communication between all Muslims during the holy month and the Eid holiday that follows. This study applies a multimodal discourse analysis to three television commercials: 1) Ya hilal (The Moon), 2) kuall alnas ymlkun hadaia fi Ramadan (All People Have Gifts in Ramadan), and 3) Shukran ala alsadah (Thank You for Happiness) by the Kuwait Communication Company. All three commercials were obtained from YouTube.com. This thesis includes an analysis of both visual and verbal modes through the processes of multimodal discourse analysis and inter-mode relations. In these advertisements, advertisers represent the practices all Muslims should follow according to their religion. The three videos reveal Muslim identity by reflecting not only their religion, but also society and culture. The results show that all Muslims, especially children, during Eid are euphoric because they meet with their family and friends. These three commercials highlight the bounty of food and drink that Muslims consume during Ramadan. Moreover, the advertisements include clothes, colors, the moon, and music that symbolize the month of Ramadan.

Linguistics; Islamic Studies

Subject Term

Language, literature and linguistics;Social sciences

Tanis, Haci

Kaplan-Weinger, Judith

Subdivision

Linguistics

Northeastern Illinois University

Call Number

1877973988; 10244446

Electronic name

p

[Thesis]

276903

a

Y