Multimodal discourse analysis presentation of elements in McDonald's annual report. Can be used for the reader to understand the signals the chosen rhetoric and their meaning.

1. Pages of McDonald’s 2004 annual report
Group 2: Anne, Henriette, Rasmus, Stine and Sarah

2. Introduction
Introduction
 Overall Communicative Goal
Ideational
 To show the differentiation among resources
McDonalds‟ consumers in order to Interpersonal
resources
support their profile towards stakeholders
Textual
resources
Burke´s
rhetoric
Discourse &
social practice
Conclusion

3. Ideational Resources
- Process Types
Introduction
Action Ideational
Woman resourses
Process Types
 “I do yoga …” Circumstantial
roles
Time and frame
 Motion perspective
Concept
“ .. and MacDonald‟s helps out.” taxonomies
 Affective Interpersonal
resources
Boy Textual
resources
 “my friends and I celebrate”
Burke´s rhetoric
Discourse &
social practice
Conclusion

4. Ideational Resources
- Process Types
Introduction
Mental Ideational
Woman resourses
 “I know it is important ..”
Process Types
Circumstantial
 Cognitive roles
Time and frame
perspective
Concept
Boy taxonomies
 “I love music”
Interpersonal
 Reactive
resources
 “Don´t get me wrong”
 Cognitive (don‟t understand me wrong) Textual
resources
 “I like school”
 Reactive Burke´s rhetoric
 “You can say”
 Verbal Discourse &
social practice
Conclusion

5. Ideational Resources
- Process Types
Introduction
Relational Ideational
Woman resourses
 “Life is a balancing act”
Process Types
Circumstantial
 Identification roles
Time and frame
 “A grilled chicken and a premium salad and a perspective
Concept
bottle of water are a woman´s best friends” taxonomies
 Identification
 “I have a family … and a job” Interpersonal
resources
 Relational possession
Textual
Boy resources
 “It‟s a great escape from school work” Burke´s rhetoric
 Identification (it = music)
 “I´m not that big on test” Discourse &
social practice
 Attribution
Conclusion

6. Ideational Resources
- Process Types
Introduction
Ideational
 Contribution
to overall resourses
Process Types
communicative goal Circumstantial
roles
Time and frame
 Mental processes + relational perspective
Concept
processes taxonomies
○ Expresses emotions and invite the Interpersonal
resources
reader to identify with the two
persons’ life Textual
resources
○ Express differentiation in values
Burke´s rhetoric
Discourse &
social practice
Conclusion

7. Ideational Resources
- Circumstantial roles
Introduction
Woman Ideational
resourses
 “outside the home” Process Types
Circumstantial
 Place roles
 “So, I do yoga ” Time and frame
perspective
 Reason Concept
taxonomies
Interpersonal
Boy resources
 “After exams are over” and “while we jam out”
Textual
 Time resources
 “with a Big Mac” Burke´s rhetoric
 Manner
Discourse &
social practice
Conclusion

8. Ideational Resources
- Time and frame perspective
Introduction
 Time frame Ideational
resourses
 Present tense > ongoing perspective Process Types
Circumstantial
roles
Time and frame
perspective
 Contribution to overall communicative goal Concept
taxonomies
○ MCD continues to help .. (woman)
Interpersonal
○ MCD continues to be the place to “celebrate” resources
(boy) Textual
resources
Burke´s rhetoric
Discourse &
social practice
Conclusion

9. Ideational Resources
- Concept taxonomies
Introduction
 Meronymy Ideational
 Woman resourses
Process Types
○ “life” = whole Circumstantial
○ “family”, “job”, “exercise/yoga” and “eat right” =
roles
Time and frame
parts perspective
Concept
 Boy taxonomies
○ “school” = whole Interpersonal
○ “school work”, “exams” and “tests” = parts resources
Textual
 Synonymy resources
 Boy Burke´s rhetoric
○ “tests” + “exams” > synonyms
Discourse &
social practice
Conclusion

10. Ideational Resources
- Concept taxonomies
Introduction
 Hyponymy Ideational
 MCD products resourses
Process Types
○ Class Circumstantial
 “Big Mac”, “A grilled chicken .. “ and “fries” roles
Time and frame
○ Subclasses perspective
Concept
taxonomies
 Contribution to overall communicative Interpersonal
goal resources
 Meronymy
Textual
○ Make the reader identify with them resources
 Hyponymy
○ Specifies products and connects them with the Burke´s rhetoric
identification
Discourse &
social practice
Conclusion

11. Interpersonal Resources
- Sentence structure, function and modality
Introduction
Ideational
Declarative sentences resourses
 Relational Interpersonal
resources
Sentence structure
and function
One imperative sentence Modality
Attitudinal Lexis
 “Don‟t get me wrong”
Textual
 Relational - command resources
Burke´s rhetoric
Modality Discourse &
 “I guess you can say” social practice
 Modal verb of permission Conclusion

12. Interpersonal Resources
- Attitudinal lexis
Introduction
 Linking verbs Ideational
 “Life is a balancing act” resourses
 “It‟s a great escape..” Interpersonal
resources
Sentence structure
 Cognitive verbs and function
Modality
 “know”, “like” and “love” Attitudinal Lexis
Textual
 Degree adverb resources
 “I‟m not that big on tests
Burke´s rhetoric
 Qualitative adjectives Discourse &
social practice
 Subjectivity
○ Woman: “important”, “busy” and “best” Conclusion
○ Boy: “great” and “big”

13. Textual Resources
- Medium and channel
Introduction
 Medium Ideational
resourses
 Annual report
Interpersonal
resources
 Channel Textual
resources
 Written one-way communication Medium and
channel
Theme
Cohesion
Burke´s rhetoric
Discourse &
social practice
Conclusion

14. Textual Resources
- Theme
Introduction
 Woman Ideational
resourses
 Unmarked
Interpersonal
○ “life”, “I”, “McDonald‟s” and “A grilled chicken...” resources
 Marked Textual
○ “So” – connects “I do yoga” and “I know it is resources
important” Medium and
channel
Theme
Cohesion
 Boy Burke´s rhetoric
 Unmarked Discourse &
○ “I” and “it” (music) social practice
 Marked Conclusion
○ “After exams are over, my friends and I”

15. Textual Resources
- Theme
Introduction
Conclusive remarks to thematic Ideational
progression resourses
 Woman Interpersonal
 Meronymy: resources
○ “Life” as a balancing act = whole Textual
○ “family” “job” “exercise” and “eat right” = parts resources
○ The marked theme “So” > MCD contribution to Medium and
channel
meronymy Theme
Cohesion
 Boy Burke´s rhetoric
 Little thematic progression
 Only marked theme “after exams are over” Discourse &
social practice
○ Puts focus to when and why MCD
products are used. Conclusion

16. Textual Resources
- Cohesion
Introduction
Ideational
References resourses
 Anaphoric Interpersonal
resources
• “I know it‟s ... exercise ...”
Textual
• “MCD helps (me) out” resources
Medium and
channel
• “It‟s a great escape” (music) Theme
Cohesion
 Exophoric Burke´s rhetoric
• “MCD helps (you) out” Discourse &
social practice
• “Don´t (you) get me wrong”
Conclusion

17. Textual Resources
- Cohesion
Introduction
 Personal Pronouns Ideational
resourses
 “Life is a balancing act. I have a family to look after Interpersonal
resources
and a job outside the home. I know it´s important to
exercise and eat right, but it isn´t always easy. So, I Textual
do yoga … and McDonald‟s helps out. A grilled resources
chicken premium salad and bottle of water are a busy Medium and
woman´s best friends.” channel
Theme
Cohesion
 “I love music. It´s a great escape from school work.
Burke´s rhetoric
Don´t get me wrong. I like school, but I´m not that
big on tests. After exams are over, my friends and I Discourse &
social practice
celebrate with a Big Mac and fries while we jam out. I
guess you can say, ‘I’m lovin‟ it.‟” Conclusion

18. Textual Resources
- Cohesion
Introduction
 Conjunctions Ideational
resourses
 “Life is a balancing act. I have a family to look after Interpersonal
resources
and a job outside the home. I know it´s important to
exercise and eat right, but it isn´t always easy. So, Textual
I do yoga … and MacDonald‟s helps out. A grilled resources
Medium and
chicken premium salad and bottle of water are a channel
busy woman´s best friends.” Theme
Cohesion
 “I love music. It´s a great escape from school work. Burke´s rhetoric
Don´t get me wrong. I like school, but I´m not that
Discourse &
big on tests. After exams are over, my friends and I social practice
celebrate with a Big Mac and fries while we jam out.
I guess you can say, ‘I’m lovin‟ it.‟” Conclusion

19. Burke´s Rhetoric
- Ratio
Introduction
Woman Ideational
resourses
 Purpose:Scene
 “I have a family and…” Interpersonal
resources
○ Purpose for the life as a balancing act, which
sets the scene. Textual
resources
 Scene:act
 “I know it is important to exercise” Burke´s
rhetoric
○ The background for the act of her doing yoga Ratio
Substance
 Scene:act Rhetoric
 “I know it is important … to eat right”
Logology
○ The background for McDonalds helping out. Discourse &
social practice
Conclusion

20. Burke´s Rhetoric
- Ratio
Introduction
Boy Ideational
 Agent:act resourses
 “I” is the agent, that denotes what kind of person it is that
“love music” Interpersonal
resources
 Scene:act Textual
 “After exams are over” + “while we jam out” resources
○ The setting in which “my friends and I celebrate.
Burke´s
 Agency:act rhetoric
Ratio
 “with a Big Mac and fries” Substance
○ The means of the way “my friends and I celebrate” Rhetoric
Logology
 Purpose:act Discourse &
 “After exams are over … while we jam out” social practice
○ Purpose for why “I guess you can say „I‟m lovin‟ it.‟”
Conclusion

21. Burke´s Rhetoric
- Substance
Introduction
Woman Ideational
resourses
 Directional substance
 Substances attributed to being a part of Interpersonal
resources
“Life as a balancing act”
 Culturally motivated Textual
resources
 Nutritive substance Burke´s
rhetoric
 “exercise”, “eat right” and “do yoga” Ratio
Substance
Rhetoric
Logology
 Familial substance
Discourse &
 “A chicken premium salad are a busy social practice
woman‟s best friends”
Conclusion

22. Burke´s Rhetoric
- Substance
Introduction
Boy Ideational
resourses
 Nutritive substance Interpersonal
 “Tell me what you eat, and I will tell you resources
Textual
who you are” resources
 Celebrating with a Big Mac Burke´s
rhetoric
Ratio
Substance
 Directional substance Rhetoric
Logology
 “I like school, but I‟m not that big on Discourse &
social practice
tests”
Conclusion

23. Burke´s Rhetoric
- Rhetoric
Introduction
Ideational
 Accomplish consubstantiation resourses
 Through identification, transformation, Interpersonal
order and addressivity resources
Textual
resources
 Substance types creates identification Burke´s
and transformation rhetoric
Ratio
Substance
Rhetoric
Logology
 Both are marked as being “up” in the Discourse &
social hierarchical order social practice
Conclusion

24. Burke´s Rhetoric
- Logology
Introduction
Ideational
 Burkes logology and terministic resourses
screens Interpersonal
resources
 The sender (woman and boy) holds the
power of what is communicated Textual
resources
Burke´s
 E.g. Woman does not say what she never rhetoric
would order at McDonalds Ratio
Substance
Rhetoric
Logology
 Texts are value-laden and reflects social Discourse &
order social practice
Conclusion

25. Discourse and Social Practice
Introduction
 Intertextuality Ideational
resourses
 Annual report
Interpersonal
○ Expect statistics > economic development resources
Textual
resources
 Interdiscursivity
Burke´s
 Advertisement elements rhetoric
○ Personal description (spoken language) Discourse &
social practice
Conclusion

26. Discourse and Social Practice
Introduction
 Main discourses Ideational
resourses
 Health discourse
Interpersonal
 Bachelor discourse resources
Textual
resources
 Contribution to overall communicative Burke´s
goal rhetoric
 Interdiscursivity creates interest Discourse &
social practice
 Discourses are easily identified with
Conclusion

27. Conclusion
Introduction
Overall communicative goal
 Mental and relational processes Ideational
 Establish identities (heterogeneous target group) resourses
 Time and frame perspective Interpersonal
 MCD continues “helping out” resources
 Interpersonal resources Textual
 MCD imposes their authority on the reader (By the use of mainly declarative
sentences) resources
 Attitudinal lexis Burke´s
 Qualitative adjectives creates a positive image of MacDonald‟s rhetoric
 Burke‟s Discourse &
 Substance create identify, Social order, communication power, social practice
 Discourse Conclusion
 High level of interdiscusivity
○ Merge of annual report and marketing material