This study examines the persuasive and appealing multi-modes created in advertisements by advertisers, as well as how they convince and affect viewers and buyers. This research focuses on the signs, symbols, and multimodality. For this purpose, Multi-modal Discourse Analysis (MDA) of Kress & Leeuwen, (1996) is employed as a framework in order to analyze the advertisements. There are three basic functions namely compositional, interactional, and representational that affect the other components in the photos in a certain way. Moreover, Random sampling technique is used to collect the data for this study. The collected data is analyzed in terms of semiotics and multimodality and it has focused on the font size, boldness, and capitalization that is used in the selected advertisements. The findings give customers an insight into the advertising strategies used by the advertising agencies.

Social media memes play a pivotal role in propagating discourses and, in turn, influencing the thought-construction of the public. Many users are involved in cyberbullying and hate speech, particularly by using insensitive language and negative stereotyping in social media memes against women. This study analyzed the misogynistic modes used in memes to understand their social and psychological influence on the audience. This study integrates forensic linguistics and forensic psychology to analyze the data that comprises three memes selected from social media platforms. The textual and visual elements of memes are analyzed to reveal the underlying meanings and intentions against women, which lead to the objectification of women and stir up psychologically harmful misogynistic mindsets among the viewers. This study finds that memes are being utilized as powerful tools to spread misogyny via hate speech and deriding visuals under the mask of entertainment.