Gender Difference in Sports Advertisements and Its Teaching Implications: A Systemic Functional Multimodal Discourse Analysis (SF-MDA) Approach



The study investigates the gender difference in 20 sports ads selected from 63 sports ads obtained from the Internet. The present study focuses mainly on interpersonal meaning of the selected sports advertisements and the findings have been used to develop teaching materials in this area.
The data analysis shows that men and women ads are different in a few areas, such as men are more likely portrayed as powerful, heroic, moving, and even religious images, while women are depicted as fashionable, sexy, charming and still images. Gender difference also exists in terms of the color, gaze, distance, angle, the size of frame, etc. Male and female images interact differently with verbiage found in the ads, for instance, metaphorical meaning is created by the interaction of text and image. In addition, the report concludes by considering the implications for teachers when using multisemiotic materials in order to scaffold students’ learning. The study also proposed that a joint effort should be made to help teachers teach multisemioitics.


Gender difference; Systemic functional multimodal discourse analysis approach; Multisemiotic; Genre-based pedagogy; Multimodal genres

Full Text:



Bateman. J. A. (2008). Multimodality and genre: A foundation of the systematic analysis of multimodal documents. Macmillan.

Bell, P., & Milic, M. (2002). Goffman’s Gender Advertisements revisited: combining content analysis with semiotic analysis. Visual communication, 1(2), 203-222.

Cadman, K. (2002). English for academic possibilities: The research proposal as a contested site in postgraduate genre pedagogy. Journal of English for Academic Purposes, 1(2), 85-104.

Callaghan. M., Knapp, P., & Noble, G. (1993). Genre in practice. In B. Cope & M. Kalantzis (eds.), The powers of literacy: A genre approach to teaching writing. London: Falmer Press.

Cheong, Y. Y. (2004). The construal of ideational meaning in print advertisement. In K. L. O’Halloran (Ed.), Multimodal discourse analysis: Systemic-functional perspectives. Continuum.

Christie, F. (2005). Language education in the primary years. Sydney, N.S.W.: UNSW Press.

Coffin, C. (1997). Constructing and giving value to the past: An investigation into secondary school history. In F. Christie & J. R. Martin (Eds.), Genre and institutions: Social processes in the workplace and school (pp. 196-230). London: Cassell.

Coffin, C. (2003). Reconstruals of the past-settlement or invasion? The role of judgement analysis. In J. R. Martin & R. Wodak (Eds.), Rereading the past: Critical and functional perspectives on time and value. Amsterdam; Philadelphia: John Benjamins Pub.

Coffin, C. (2006). Learning the language of school history: the role of linguistics in mapping the writing demands of the secondary school curriculum. Journal of Curriculum Studies, 38(4), 413-429.

Coffin, C., & Derewianka, B. (2007). Multimodal layout in school history books: The texturing of historical interpretation. In G. Thompson & G. Forey (Eds.), Text-type and texture. London, UK: Equinox.

Cope, B., & Kalantzis, M. (1993). How a genre approach to literacy can transform the way writing is taught. In B. Cope & M. Kalantzis (eds.), The powers of literacy: A genre approach to teaching writing. London: Falmer Press.

Derewianka, B. (2003). Trends and issues in genre-based approaches. RELC Journal, 34(2), 133-154.

Goffman, E. (1979). Gender advertisements. Cambridge, MA: Harvard University Press.

Guo, L. (2004). Multimodality in biology textbook. In K. L. O’Halloran (Ed.), Multimodal discourse analysis: Systemic-functional perspectives. Continuum.

Halliday, M. A. K., & Mathtthiessen, C. M. I. M. (2004). An introduction to functional grammar (3rd ed.). Arnold: London.

Hasan, R. (1996). Ways of saying: ways of meaning: Selected papers of Ruqaiya Hasan. In R. Hasan, C. Cloran & D. Butt (Eds.), Functional descriptions: Theory in practice. Amsterdam: John Benjamins Pub..

Kress, G., & van Leeuwen, T. (2006). Reading images: The grammar of visual design. London: Routledge.

Kress, G. (2003). Literacy in the New Media Age. Routledge: New York.

Kress, G. & van Leeuwen, T. (2002). Colour as a semiotic mode: notes for a grammar of colour. Visual communication, 1 (3), 343-368.

Kress, G. & van Leeuwen, T. (2001). Multimodal discourse: the modes and media of contemporary communication. London: Arnold.



  • There are currently no refbacks.

Copyright (c) 2014 Enli LIANG

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Share us to:   


  • How to do online submission to another Journal?
  • If you have already registered in Journal A, then how can you submit another article to Journal B? It takes two steps to make it happen:

1. Register yourself in Journal B as an Author

  • Find the journal you want to submit to in CATEGORIES, click on “VIEW JOURNAL”, “Online Submissions”, “GO TO LOGIN” and “Edit My Profile”. Check “Author” on the “Edit Profile” page, then “Save”.

2. Submission

Online Submission:

  • Go to “User Home”, and click on “Author” under the name of Journal B. You may start a New Submission by clicking on “CLICK HERE”.
  • We only use four mailboxes as follows to deal with issues about paper acceptance, payment and submission of electronic versions of our journals to databases:;;;

 Articles published in Cross-Cultural Communication are licensed under Creative Commons Attribution 4.0 (CC-BY).


Address: 1055 Rue Lucien-L'Allier, Unit #772, Montreal, QC H3G 3C4, Canada.
Telephone: 1-514-558 6138 
Website: Http://; Http://;

Copyright © Canadian Academy of Oriental and Occidental Culture