الفهرس 
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Abstract
This research aims to analyze emojis in TV commercials from a multimodal perspective. It mainly focuses on examining how emojis are represented in the multimodal context of TV in two different cultures, the Egyptian and American. The study seeks to address the following research questions: How do verbal and visual modes of communication interchange and integrate in representing emojis in Arabic and English TV commercials?, what are the communicative functions of emojis in the TV commercial context?, and how do viewers perceive emojis in TV commercials?. For this purpose, this study analyzes the selected TV commercials from a productive and perceptual angle. On one hand, the qualitative analysis is conducted through applying the multimodal critical discourse analysis of Machin and Mayr (2012) and the visual grammar of Kress and Van Leeuwen (2006) for verbal and visual analysis, and emojis are analyzed as visual semiotic mode using Peircean triadic model (1955), denotation and connotation, and rhetorical devices. On the other hand, the researcher examines how emojis are perceived by the viewers with the help of questionnaire and focus group. In addition, the results show that emojis are used as cognitive devices when they are integrated in the multimodal context such as verbo-pictorial metaphors and visual metonymies that are the most recurrent. Also, the visual nature of emoji highlights its element of creativity; it can be used in different contexts. Finally, the successive exaggerated use of emojis is not preferrable, as it leads to distraction and being unable to construe their meanings. Thus, it should be simple and clearly depicted through other modes of communication when used in the TV context.