scholarly journals A Multimodal Analysis of H&M Video Commercial “A Magical Holiday”

K ta Kita ◽  
2019 ◽  
Vol 7 (3) ◽  
pp. 337-345
Author(s):  
Birgitta Eifelia Panggaraan Pranata
Keyword(s):  
Discourse Analysis ◽  
Qualitative Analysis ◽  
Key Words ◽  
The Real ◽  
Multimodal Analysis ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Holiday Season ◽  
Marketing Tool

In indirect advertising, an advertisement does not boldly show the products on the video. The object of the study in this thesis is a video advertisement of a clothing line, H&M, consisting a story about a family in the holiday season. This thesis aims to show that commercials of H&M “A Magical Holiday” uses multimodality in order to attract the audience through six modes: linguistic, audio, spatial, oral, visual, and gestural modes. In this study, I analyzed the modes by Multimodal Discourse Analysis by Kress and Leeuwen onto the six modes to analyze the advertisement, using the study by Chan and Chia on modes in multimodality. This research is using qualitative analysis by Schreier (2012) since it deals with the connection between all the semiotic modes to bring the message of the advertisement. I analyzed the data by putting the scenes into 6 tables based on the modes. After that, I analyzed the interrelation between each modes. Based on the analysis, the modes helped the advertisers to convey the real message of the video. Beyond the moral message of the story, the advertisement is a marketing tool to promote their products. Key Words: indirect advertising, multimodal discourse analysis, semiotic modes, H&M

scholarly journals Insecurity and Self-Acceptance Portrayed in Samsung Galaxy A8 Advertisement “Lets You Be You”: A Multimodal Analysis

K ta Kita ◽  
2019 ◽  
Vol 7 (2) ◽  
pp. 260-268
Author(s):  
Stefanus Fernando
Keyword(s):  
Discourse Analysis ◽  
Facial Expression ◽  
Key Words ◽  
Body Language ◽  
Qualitative Approach ◽  
Multimodal Analysis ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Before And After ◽  
Self Acceptance

This study analyzed the issue of insecurity and self-acceptance portrayed in Samsung Galaxy A8 advertisement entitled “Lets You Be You”. The main theory for this study is the theory of multimodal discourse analysis by Paltridge (2012) and the theory of body language by Pease (2004) as the supporting theory. Qualitative approach is applied because this study involves the interpretation of both verbal and nonverbal data. The findings showed how the issue of insecurity is reflected through the reaction of the participants in the video before and after receiving a compliment. Furthermore, the construction of the changing process from insecurity to self-acceptance can be seen from the genuine reaction of the compliment, as well as the change of facial expression throughout the video. Key words: Insecurity, Self-acceptance, Multimodal Discourse Analysis, Advertisement, Samsung

scholarly journals A Multimodal Discourse Analysis of English Posters in Violence Awareness Campaigns against Women

2021 ◽  
Vol 11 (2) ◽  
pp. 191
Author(s):  
Souad Belgrimet ◽  
Ghaleb Rabab'ah
Keyword(s):  
Discourse Analysis ◽  
Qualitative Analysis ◽  
Violence Against Women ◽  
Awareness Campaign ◽  
Awareness Campaigns ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Construction Of Meaning ◽  
Electronic Sources

The present study seeks to delve into the intricacies of multimodal discourse analysis with regard to violence against women awareness campaign posters. To this end, a study is conducted on English posters. In this respect, the different semiotic modes adopted in English posters were put under scrutiny. Similarly, the study attempts to explore how the adoption of different semiotic modes may contribute to the construction of meaning when cooperating with language. To this end, three English posters were selected from different electronic sources and put under investigation. The qualitative analysis of the yielded results was couched with Kress and Van Leeuwen’s (2006) Visual Grammar framework. The findings indicate that English posters employed a variety of semiotic modes. By the same token, the yielded results indicate that the majority of the sampled posters are conceptual. Such visual characterization demonstrates that the English posters tend to be static and immovable.

scholarly journals Multimodal Analysis of Parentheticals in Conversational Speech

2014 ◽  
Vol 3 (2) ◽  
Author(s):  
Manon Lelandais ◽  
Gaëlle Ferré
Keyword(s):  
Discourse Analysis ◽  
Production Process ◽  
Video Recording ◽  
Conversational Speech ◽  
Complementary Information ◽  
British English ◽  
Multimodal Analysis ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Flexible Resources

AbstractBased on a video recording of conversational British English, this paper aims at describing the relation between verbal and non-verbal signals in the production process of parentheticals within the framework of Multimodal Discourse Analysis. Parentheticals are described in linguistics as side sequences interrupting linear development. Although their syntactic, prosodic, and discursive characteristics have been deeply analysed, few studies have focused on the articulation of the different communicative modes in their production process. Beyond showing that gesture brings complementary information in regard to prosody, contributing to a composite collateral message, the results allow better delineation and understanding of skip-connecting phenomena as constructing coherence. Changes in the modal configuration throughout the parenthetical sequence suggest modes are dynamic and flexible resources for indexing parentheticals and their particular framing function.

scholarly journals A pragma-syntactic analysis of slogans on t-shirts

2020 ◽  
Vol 9 (1) ◽  
pp. 86-94
Author(s):  
Michael Alozie Nwala
Keyword(s):  
Discourse Analysis ◽  
Key Words ◽  
Theoretical Framework ◽  
Syntactic Analysis ◽  
Qualitative Design ◽  
The Public ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Different Types

The T-shirts and the slogans on them are used to achieve different discourse and communicative themes. The T-shirts help to describe people, events, positions and situations. This article written the confines of the theoretical framework of multimodal discourse analysis and the qualitative design, investigates five different types of T-shirts. The T-shirts and the inscriptions on them as exemplified in the themes of readiness, position and desire, happiness and celebration, and protest are used to describe the wearers, address situations and pass information to the public. The paper therefore concludes that T-shirts and the slogans scripted on them perform different types of illoucutionary actions which cause different forms perlocutionary reactions Key Words: T-shirts, slogans, themes, multimodal, cloth; communication

scholarly journals Multimodal Discourse Analysis of Posters on Wildlife Protection—Based on Visual Grammar

2020 ◽  
Vol 9 (2) ◽  
pp. 132
Author(s):  
Yue Guan
Keyword(s):  
Discourse Analysis ◽  
Information Age ◽  
Three Dimensions ◽  
The Internet ◽  
High Quality ◽  
Wildlife Protection ◽  
Multimodal Analysis ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Text Information

The advent of information age has brought us a plethora of non-text information, such as images, colors, sounds, etc. Consequently, text-based discourse analysis can no longer meet people’s demands to obtain the ever-varying information. Due to this reason, multimodal analysis becomes crucial. This paper analyzes 13 public posters on wildlife protection which are collected from the internet. The 13 posters are examined on the basis of three dimensions— represented meaning, interactive meaning and compositional meaning. This study helps poster designers design high-quality posters, as well as assists poster viewers to understand the meanings of public posters on wildlife protection.

scholarly journals Cigarette advertisements: A systemic functional grammar and multimodal analysis

2019 ◽  
Vol 8 (3) ◽  
pp. 616
Author(s):  
Rizki Ananda ◽  
Siti Sarah Fitriani ◽  
Iskandar Abdul Samad ◽  
Andi Anto Patak
Keyword(s):  
Discourse Analysis ◽  
Functional Grammar ◽  
Systemic Functional Grammar ◽  
Multimodal Analysis ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Semiotic Resources ◽  
Symbolic Processes ◽  
Potential Customers

Drawing on a multimodality theory, this study attempted to investigate the various semiotic resources utilized by a giant Indonesian cigarette company, Sampoerna, and explore how these resources communicate meanings or messages in its billboard advertisements to persuade its potential customers to buy the product. The data were analyzed using Halliday’s systemic functional grammar focusing on ideational meta-function or also known as a representational function in multimodal discourse analysis. The findings revealed that the billboard advertisements were designed to persuade the audience to buy the advertised products implicitly through representational functions attained using narrative and conceptual processes. Whereas the former was realized by employing its typical sub-processes, actional and reactional processes, the latter employed its sub-processes such as classificational, analytical, and symbolic processes. Implicationally, this study has illuminated the possible application of systemic functional grammar within multimodal discourse analysis domain to investigate implicit message(s) conveyed by an advertisement.

It’s all about logics?! Analyzing the rhetorical structure of multimodal filmic text

Semiotica ◽  
2018 ◽  
Vol 2018 (220) ◽  
pp. 95-121
Author(s):  
Janina Wildfeuer
Keyword(s):  
Discourse Analysis ◽  
Analytical Approach ◽  
Short Film ◽  
Inference Process ◽  
Making Meaning ◽  
Rhetorical Structure ◽  
Multimodal Analysis ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Pragmatic Information

AbstractThis paper focuses on questions concerning the process of making meaning out of the filmic text by asking for the argumentative patterns that enable the recipient’s inference processes during his/her interpretation. Film analysis, and multimodal analysis in general, is no longer seen as simply decoding the semiotic resources, but asking for inferential processes of reasoning about the best and most plausible interpretation. For this, the paper presents an analytical approach based on recent advancements in contemporary discourse semantics and multimodal discourse analysis which outlines the discursive and rhetorical structure of filmic text and retraces the inference process of the recipient in detail. The aim is to show how multimodal film leads its spectators to acknowledge the argumentative reconstruction of its content by relating the diegetic world to its reality and proving its validity. An example analysis of the short film El Vendedor de Humo (2012) shows how it is possible to elucidate a film’s rhetorical structure and to outline the process of logically reasoning about semantic and pragmatic information in the text. The aim is thus to gain a detailed look at how premises and arguments for the interpretation are made available in multimodal context and how they are operated by the recipient.

scholarly journals A Multimodal Discourse Analysis of Advertisements-Based on Visual Grammar

2017 ◽  
Vol 6 (3) ◽  
pp. 59 ◽  
Author(s):  
Fang Guo ◽  
Xiaowen Feng
Keyword(s):  
Discourse Analysis ◽  
World Cup ◽  
The Real ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Business Purpose

<p>In addition to words, the symbols, colors, sculptures, photographs, music, etc. are also frequently employed by participants to express themselves in communication. Advertising is closely related to sounds, colors, picture animations and other symbols. This paper aims to present how semiotics acts effectively to realize the real business purpose to reflect the unique significance of the multimodal discourse analysis. Based on Visual Grammar, this paper analyzes the 2014 Brazil World Cup advertisements from the perspective of representational meaning, interactive meaning and compositional meaning, this research means to prove that different modes within an advertisement depend on each other and have an interdependent relationship. And these relationships have different roles in different contexts.  </p>

Construction of risk in road safety advertising: a multimodal analysis of Vietnamese child helmet awareness advertisements

2021 ◽  
Vol 0 (0) ◽  
Author(s):  
Hoang Van Nguyen
Keyword(s):  
Road Safety ◽  
Expert Knowledge ◽  
Multimodal Approach ◽  
Traditional Values ◽  
Multimodal Analysis ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Comprehensive Picture ◽  
Media And Communication

AbstractThe discourses of risk serve to organise the ways in which we understand and respond to potential harms and threats, which have become a major concern in our daily life. However, the discourses of risk have not been extensively investigated using linguistic text-based methods on the multimodal level, nor deeply examined beyond Western contexts. Grounded in the literature of risk and multimodal discourse, the aim of the study is to demonstrate Multimodal Discourse Analysis from a Systemic Functional Linguistics perspective as a potential methodology to investigate how risk discourses are constructed in and through semiotic resources in a non-Western setting. Through a case study of child helmet awareness advertisements in Vietnam, the multimodal analysis reveals a comprehensive picture of risk discourses constructed across various semiotic modes. In this analysis, the discourses of risk are constructed through a negotiation of expert knowledge and traditional values to encourage the audience to take actions and provide helmets for their children. Findings of the study demonstrate the use of Systemic Functional multimodal approach to media and communication to provide evidence for risk discourses in the Vietnamese setting, which are at odds with the current literature and can potentially be extended to other contexts.

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