Analysis of multi-dimensional discourse: case study of banking billboards

For conveying of meaning, apart from discourse, there are also other means. Advertising billboards and banners are important and common means for conveying messages which by employing appropriate verbal and visual elements create a multi-dimensional text. The objective of this research work is analysis of multi-dimensional discourse of commercial billboards of banks based on the pattern proposed by Cheong (2004). The study method is qualitative as well as descriptive- analytical. The data used for this study are 40 advertising billboards by banks and other Iranian financial institutions, gathered from that kinds of billboard from streets of cities, banks achieves and internet. Results of this study show that some of the common structure of attributions of multi-dimensional factors, like main message and place of attraction, are influential factors in capturing the attention of customers.  Most of the billboards covered by this study were of low quality text that show the advertisement is written text and that’s why the customer is not compelled to take or reject the commercials. Based on triple structure, namely tendency towards text (CP) interpretative space and fusion of meaning, it became clear that 90 percent of the billboards have high level of interpretative connotation.