Investigating The Use Of Multimodality In Algerian Advertisements : The Case Of Mobilis And Ooredoo Telecommunications Networks.

Résumé: Our study is concerned with the analysis of advertisements of two Algerian networks, namely Mobilis and Ooredoo, which are published in 2017. The aim of the study is to reveal the semiotic resources used in their advertisements and the way in which they are combined to convey meaning. We have analyzed twelve brochures, six from Mobilis and six others from Ooredoo relying on the multimodal approach. A qualitative research method is adopted since it allows us a deep explanation of concepts analyzed by the Framework of Grammar of Visual Design (Kress and Van Leeuwen, 1996, 2006). The findings show that both Mobilis and Ooredoo use different semiotic resources to attract the viewers’ attention, such as eye contact, body display and the positioning of the different elements and objects. Furthermore, findings reveal that both companies use gaze, different angles of view, information value, salience and framing. The only difference is that the majority of Mobilis’ brochures use far personal distance to show closeness with the interactive participant. Whereas, Ooredoo uses far social distance to preserve their intimacy.

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