The purpose of this paper is to explain the cohesion of the TV advertisement which won an TVCF Award 2011. The concept of cohesion is a formal relation that the different members of text fit together well and form a united whole. I studied the cohesio...
The purpose of this paper is to explain the cohesion of the TV advertisement which won an TVCF Award 2011. The concept of cohesion is a formal relation that the different members of text fit together well and form a united whole. I studied the cohesion divided 2 parts ; linguistic(verbal) cohesion and visual(non-verbal, imagery) cohesion. The linguistic cohesion are analyzed depending on Halliday&Hasan(1976) ``cohesive devices`` and paraphrase. The visual cohesion are studied depending on how can visuals maintain the unity of text. As a result, The linguistic cohesion devices are arranged as follows ; repetition > reference > ellipsis > conjunction > paraphrase > substitution·collocation. The visual cohesion devices are arranged as follows ; same factor > similar pattern > portion > link > incorporation.