PERTANIKA JOURNAL OF SOCIAL SCIENCES AND HUMANITIES

Rhetorical moves refer to text segments employed to communicate a specific purpose effectively. Despite the extensive body of research on the significance of rhetorical moves as a crucial strategy in various genres, the phenomenon of visual shapes such as texts, images, colors, logos, icons, and infographics of moves that sometimes replace the text remains unexplained. The study's objective is to uncover the interplay of visual modalities in the formation of the rhetorical moves found in Malaysian travel brochures. The study employs a multimodal analysis method: Bhatia's (1993–2004) model of Structural Move Analysis was employed to identify the moves in textual modes, and Bateman's (2008) Genre and Multimodality model was employed to identify the moves’ visual and graphical modes. During the annual MATTA Fair event in Kuala Lumpur, a collection of 15 travel brochures was obtained, amounting to a total of 39 pages. The findings of the study demonstrate a complex interaction between textual and graphical components. Notably, the study revealed that both textual and graphical modes play a crucial role in shaping rhetorical moves, with a nearly equal proportion observed between the two. The findings presented in this study offer novel insights into the visual presence and modern textuality of rhetorical moves.

• Aaker, J. (1991). The negative attraction effect? A study of the attraction effect under judgment and choice. ACR North American Advances.
  
  Alhojailan, A. I. (2020). Genre analysis of Saudi universities’ websites: Analysis of rhetorical moves and discursive strategies for marketization purposes. International Journal of English Linguistics, 10(6), 65-77. https://doi.org/10.5539/ijel.v10n6p65
  
  Amare, N., & Manning, A. (2007). The language of visuals: text + graphics = visual rhetoric tutorial. IEEE Transactions on Professional Communication, 50(1), 57-70. https://doi.org/10.1109/TPC.2006.890851
  
  Barabas, C. D. (2018). Rhetorical moves and the functional constituent of process in higher education institutions’ promotional materials. The Asian ESP Journal, 14(1), 364-390.
  
  Bateman, J. A. (2008). Multimodality and Genre: A foundation for the systematic analysis of multimodal documents. Palgrave Macmillan. https://doi.org/10.1057/9780230582323
  
  Bateman, J. A., Kleinz, J., Kamps, T., & Reichenberger, K. (2001). Towards constructive text, diagram, and layout generation for information presentation. Computational Linguistics, 27(3), 409-449. https://doi.org/10.1162/089120101317066131
  
  Belch, G. E., & Belch, M. A. (2017). Advertising and promotion: An integrated marketing communications perspective (11th ed.). McGraw-Hill Education.
  
  Bhatia, V. K. (1993). Analysing genre: Language use in professional settings. Taylor & Francis. https://doi.org/10.4324/9781315844992
  
  Bhatia, V. K. (2004). Worlds of written discourse: A genre-based view. Bloomsbury Academic. https://doi.org/10.5040/9781474212038
  
  Chaidet, C., & Pupipat, A. (2021). Move analysis of women and men’s personal care product online advertisements. Journal of Studies in the English Language, 16(2), 22-51.
  
  Chen, S. (2017). Disciplinary variations in academic promotional writing: The case of statements of purpose. Functional Linguistics, 4, Article 4. https://doi.org/10.1186/s40554-017-0041-9
  
  Connor, U., Davis, K. W., & De Rycker, T. (1995). Correctness and clarity in applying for overseas jobs: A cross-cultural analysis of US and Flemish applications. Text & Talk, 15(4), 457-476. https://doi.org/10.1515/text.1.1995.15.4.457
  
  Crookes, G. (1986). Task classification: A cross-disciplinary review (Technical Report No. 4). Center for Second Language Classroom Research, Social Science Research Institute, University of Hawaii at Manoa.
  
  Dauber, D., Fink, G., & Yolles, M. (2012). A configuration model of organizational culture. SAGE Open, 2(1). https://doi.org/10.1177/2158244012441482
  
  Dumlao, R. P., & Pitichanoknan, W. (2020). “Glocalization” and intercultural representation in Filipino TV commercials: A multidimensional discourse analysis. Journal of Intercultural Communication, 20(2), 72-88. https://doi.org/10.36923/jicc.v20i2.306
  
  Fairclough, N. (1993). Critical discourse analysis and the marketization of public discourse: The universities. Discourse & Society, 4(2), 133-168. https://doi.org/10.1177/0957926593004002002
  
  Furnama, S., & Rosa, R. N. (2020). A multimodal analysis of tourism brochures for advertising tourist attraction in Mandeh Island, West Sumatra. English Language and Literature, 9(4), 446-457. https://doi.org/10.24036/ell.v9i4.110075
  
  Halliday, M. A. K., & Hasan, R. (1985). Language, context and text: Aspects of language in a social-semiotic perspective. Deakin University Press.
  
  Hasan, M. (2015). Promotional activities in the strategic tourism development of lapland: Case study: Tour operator’s appearance in social media [Degree thesis, Centria University of Applied Sciences]. http://www.theseus.fi/handle/10024/96778
  
  Hassan, H. (2014). The representation of Malaysian cultures in tourism brochures. Procedia - Social and Behavioral Sciences, 118, 140-151. https://doi.org/10.1016/j.sbspro.2014.02.019
  
  Henry, A., & Roseberry, R. L. (2001). A narrow-angled corpus analysis of moves and strategies of the genre: ‘Letter of Application.’ English for Specific Purposes, 20(2), 153-167. https://doi.org/10.1016/s0889-4906(99)00037
  
  Hiippala, T. (2012). The localisation of advertising print media as a multimodal process. In W. L. Bowcher (Ed.), Multimodal texts from around the world (pp. 97-122). Palgrave Macmillan. https://doi.org/10.1057/9780230355347_5
  
  Hofstede, G., & Bond, M. H. (1988). The Confucius connection: From cultural roots to economic growth. Organizational Dynamics, 16(4), 5-21. https://doi.org/10.1016/0090-2616(88)90009-5
  
  Holmes, J. (1997). An introduction to sociolinguistics. Longman.
  
  Huang, D. Q. (2014). Genre analysis of moves in medical research articles. Stylus, 5, 7-17. https://cah.ucf.edu/writingrhetoric/wp-content/uploads/sites/27/2019/10/Stylus_5_1_Huang.pdf
  
  Ip, J. Y. L. (2008). Analyzing tourism discourse: A case study of a Hong Kong travel brochure. LCOM papers, 1, 1-19.
  
  Jalis, M. H., Che, D., & Markwell, K. (2014). Utilising local cuisine to market Malaysia as a tourist destination. Procedia - Social and Behavioral Sciences, 144, 102-110. https://doi.org/10.1016/j.sbspro.2014.07.278
  
  Kathpalia, S. S. (1992). A genre analysis of promotional texts [Doctoral thesis, National University of Singapore]. https://scholarbank.nus.edu.sg/handle/10635/203575
  
  Labrador, B., Ramon, N., Aláiz-Moretón, H., & Sanjurjo-González, H. (2014). Rhetorical structure and persuasive language in the subgenre of online advertisements. English for Specific Purposes, 34, 38-47. https://doi.org/10.1016/j.esp.2013.10.002
  
  Landis, J. R., & Koch, G. G. (1977). The measurement of observer agreement for categorical data. Biometrics, 33(1), 159-174. https://doi.org/10.2307/2529310
  
  Leong, Q. L., Shahrim, A. K. M., Othman, M., Adzahan, N. M., & Ramachandran, S. (2010). Relationships between Malaysian food image, tourist satisfaction and behavioural intention. World Applied Sciences Journal, 10(10), 164-171.
  
  Moreno, A. I., & Swales, J. M. (2018). Strengthening move analysis methodology towards bridging the function-form gap. English for Specific Purposes, 50, 40-63. https://doi.org/10.1016/j.esp.2017.11.006
  
  Nodoushan, M. A. S., & Montazeran, H. (2012). The book review genre: A structural move analysis. International Journal of Language Studies, 6(1), 1-30.
  
  Nugroho, A. D. (2009). The generic structure of print advertisement of Elizabeth Arden’s INTERVENE: A multimodal discourse analysis. K@Ta: A Biannual Publication on the Study of Language and Literature, 11(1), 70-84. https://doi.org/10.9744/kata.11.1.70-84
  
  Patton, M. Q. (2002). Two decades of developments in qualitative inquiry. Qualitative Social Work, 1(3), 261-283. https://doi.org/10.1177/1473325002001003636
  
  Pho, P. D. (2008). Research article abstracts in applied linguistics and educational technology: A study of linguistic realizations of rhetorical structure and authorial stance. Discourse Studies, 10(2), 231-250. https://doi.org/10.1177/1461445607087010
  
  Povoroznyuk, R. (2022). Intersemiotics of multimodality: Advertisement in translation. Journal of Language and Linguistic Studies, 18(Special Issue 2), 1141-1164.
  
  Razak, N. A. (2019). Mosque tourism in Malaysia: A marketing perspective. International Journal of Social Science Research, 1(2), 108-120.
  
  Swales, J. (1990). Genre analysis: English in academic and research settings. Cambridge University Press.
  
  Swales, J. M. (2004). Research genres: Explorations and applications. Cambridge University Press.
  
  Teo, L. M. (2008). Genre analysis of advertisements of skin care products [Doctoral dissertation, Universiti Malaya]. http://dspace.fsktm.um.edu.my/handle/1812/436
  
  Thomas, M. (2014). Evidence and circularity in multimodal discourse analysis. Visual Communication, 13(2), 163-189. https://doi.org/10.1177/1470357213516725
  
  van Grinsven, B., & Das, E. (2016). Logo design in marketing communications: Brand logo complexity moderates exposure effects on brand recognition and brand attitude. Journal of Marketing Communications, 22(3), 256-270. https://doi.org/10.1080/13527266.2013.866593
  
  Watanabe, K. (2021). Latent semantic scaling: A semisupervised text analysis technique for new domains and languages. Communication Methods and Measures, 15(2), 81-102. https://doi.org/10.1080/19312458.2020.1832976
  
  Xiong, T. (2012). Discourse and marketization of higher education in China: The genre of advertisements for academic posts. Discourse & Society, 23(3), 318-337. https://doi.org/10.1177/0957926511433786
  
  Yong, L. Y., & Mei, C. C. Y. (2018). A genre and multimodal analysis of milk formula advertisements in a local parenting magazine. LSP International Journal, 5(2), 57-76. https://doi.org/10.11113/lspi.v5n2.79
  
  Yong, M. M. (2001). A genre analysis of advertisements in a local newspaper [Doctoral dissertation, Universiti Malaya]. http://studentsrepo.um.edu.my/id/eprint/1477
  
  Yoon, J., & Casal, J. E. (2020). Rhetorical structure, sequence, and variation: A step-driven move analysis of applied linguistics conference abstracts. International Journal of Applied Linguistics, 30(3), 462-478. https://doi.org/10.1111/ijal.12300