Universiti Teknologi Malaysia Institutional Repository

The generic structure of ‘about us’ web pages

Hassan, Hanita and Theo, Van Leeuwen (2008) The generic structure of ‘about us’ web pages. In: New Perspective In Language and Communication Research. Penerbit UTM, Johor, pp. 95-110. ISBN 978-983-52-0691-7

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Official URL: http://www.penerbit.utm.my/bookchapterdoc/FPPSM/bo...


The Web is now becoming a very profound media for advertising. One distinctive feature of Web advertising compared to other media (television and radio, for instance) is that the role of advertising is not limited to advertise products but simultaneously to advertise a corporation. In so doing, a linked Web page that informs readers about the corporation is allocated on the website, and this page allows the corporation to include necessary information regarding them. This special linked Web page is known as ‘About Us’ Web page, it might come with different names like ‘About the company’, ‘Learn about the company’, ‘About Toyota’ and so on, but whatever the name is, the main function is to tell readers or customers about them. This linked Web page is carefully designed with the intention to portray the alluring identity of corporations. Realising the importance of this Web page to a corporate website, we decided to investigate the generic structure of corporate websites and to notify the function of each element of the generic elements. In this study we adopted multimodal analysis which combines both: systemic functional linguistics and semiotic analysis.

Item Type:Book Section
Uncontrolled Keywords:web pages, systemic functional linguistics, semiotic analysis
Subjects:H Social Sciences > H Social Sciences (General)
Q Science > QA Mathematics > QA76 Computer software
Divisions:Management and Human Resource Development (Formerly known)
ID Code:27824
Deposited By: Fazli Masari
Deposited On:16 Aug 2012 08:11
Last Modified:05 Feb 2017 01:00

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