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Gender Difference in Sports Advertisements and Its Teaching Implications： A Systemic Functional Mul.doc

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Gender Difference in Sports Advertisements and Its Teaching Implications： A Systemic Functional Mul 　　[a]School of Foreign Languages， Shanxi Normal University， Linfen， China. 　　*Corresponding author. 　　Received 6 January 2014； accepted 12 April 2014 　　Published online 21 April 2014 　　Abstract 　　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. 　　Key words： Gender difference； Systemic functional multimodal discourse analysis approach； Multisemiotic； Genre-based pedagogy； Multimodal genres 　　LIANG Enli （2014）. Gender Difference in Sports Advertisements and Its Teaching Implications： A Systemic Functional Multimodal Discourse Analysis （SF-MDA） Approach. Cross-Cultural Communication， 10（2）， -0. Available from： http///index.php/ccc/article/view/4415 　　DOI： http：///10.3968/4415 　　INTRODUCTION 　　Background of the Study 　　Literacy teaching has developed from traditional pedagogy to genre-based pedagogy in order to teach English by an approach that combines both process and produc