The study of Multimodality Discourse analysis Usage in Reducing Tehran's Environmental Crises (The Case study of the Environmental Banners and Billboards of Tehran's Municipality)

In this research, we are going to describe and analyze the visual texts in those banners and billboards that their main concern is to reduce two environmental crises, i.e. the water shortage and the air pollution. The banners and the billboards were installed by Tehran's municipality during 1393-94, and they were archived in the municipality's site. In the research, all the samples were analyzed, but due to some limitations, just six samples were chosen randomly and reported here. The main question of the research is how the visual texts in the banners and the billboards can help to reduce the environmental crises of the water shortage and the air pollution in Tehran via using the multimodality discourse analysis. In order to answer the question, Cheong (2004) was used. The research is descriptive- analytic, and its results show that some elements of the generic structure according to Cheong (2004) have not set properly in municipality's banners and billboards. The results demonstrate some deviants from Cheong's generic structure. In general, it is concluded that if some changes have been made to the setting of the elements, the viewers can decode the visual texts easily. In this case, the advertisers can reach their goals which are reducing the environmental crises. It is important to mention that this research is not taking into consideration the viewer's perspective.