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A Multimodal Critical Discourse Analysis of the Imperial Power of England in 19th Century British Tea Advertisement

Author(s)

Yuyi Li

Affiliation(s)

School of Humanities, Minnan Science and Technology College, Quanzhou, Fujian, China

Abstract

As society and technology advance, communication has transcended the boundaries of verbal language. The strategic integration of multimodal elements—text, imagery, and audio—has become increasingly vital for conveying messages with enhanced clarity and impact. This evolution has spurred the development of Multimodal Critical Discourse Analysis (MCDA) theory, which emphasizes the importance of these diverse modalities in shaping discourse and meaning. Applying MCDA as a framework, this paper offers an in-depth analysis of a 19th-century British tea advertisement. The study adopts a dual-modality approach to examine both the textual and visual components. The textual analysis explores the linguistic choices and rhetorical strategies that construct the advertisement’s narrative, while the visual analysis investigates the symbolic imagery that complements and reinforces the textual message. The aim is to uncover the subtle expressions of British imperial influence that are subtly embedded within the advertisement. By analyzing the synergy between text and image in evoking an image of grandeur and cultural supremacy, the study sheds light on the nuanced mechanisms through which historical narratives are disseminated and internalized via commercial media, reflecting the broader societal values and aspirations of the era.

Keywords

Multimodal Critical Discourse Analysis; Tea Advertisement; Imperial Power

References

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