A Visual Grammar Analysis of Lesaffre’s Website

Kuang Ping


The traditional discourse analysis focuses on the language analysis, but ignores the effect of non-language sources to the textual construction. At present, however, with the development of technology, pure discourses gradually decrease. There are other elements existing in the discourse more or less. The discourse analysis blending various communication semiotics is called multimodal discourse analysis. Kress and van Leeuwen (2001:2) hold that multimodality is one of the features of modern society. Multimodal Discourse Analysis is paid much attention in recent discourse analysis. The Visual Grammar founded by Kress and van Leeuwen can help to analyze the multimodal discourse. This text, based on the Visual Grammar to analyze the Lesaffre’s website, will find the charming of the combination of language and pictures, and finally give some points in designing our own websites. Through the study of Lesaffre’s website, when building the website of the company, first the arrangement of information should be paid much attention to. Except some essential conventional information, such as the introduction of the company, other new information, such as the latest news of the company, should be put in obvious place. Then website gives people intuitionistic feeling, so the collocation of the company’s information in the website should be reasonable.


Visual Grammar, Lesaffre’s Website, Multimodal Discourse

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Kress, G. & van Leeuwen, T. (1996 / 2006). Reading Images: The Grammar of Visual Design. London: Routledge.

Kress, G. & van Leeuwen, T. (2001). Multimodal Discourse: The Modes and Medias of Contemporary Communication. London: Arnold.

DOI: https://doi.org/10.7575/aiac.alls.v.9n.6p.38


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