Building on research in systemic functional approaches to multimodal discourse analysis, this paper develops macro-analytical and micro-analytical techniques for transcription and analysis of a multimodal advertisement film text. This paper proposes the usefulness of the visual semantics stratum to investigate inter-frame relations in the multimodal film text. This approach is applied to an analysis of a teacher-recruitment television advertisement commissioned by the Singapore's Ministry of Education where the construction of an ideal teacher's identity becomes a form of commodification within a consumerist culture. The meanings in the advertisement are also discussed in light of prevailing ideologies in Singapore's education system.
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Kay L. O’Halloran (2012) studied this question.
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