Sinopsi
Detalles
This book is the first of its kind entirely dedicated to the multimodal analysis of television commercials. A multimodal approach to TV ads, which integrate multiple semiotic modes, is not only useful but absolutely necessary if we are to fully grasp how they attempt to inform and persuade viewers. Nonetheless, it is no less certain that multimodal analysis should not be seen as an end in itself but as an essential tool or heuristic that feeds into and informs further avenues of enquiry. True to this principle, the eight chapters that make up the present volume look at advertising on TV from different perspectives. These can be variously described as ideological, discourse analytical, rhetorical, argumentational, and narratological. The theoretical diversity contained herein is matched by the assortment of languages in the ads under scrutiny, namely, Catalan, Danish, English, German, Italian and Spanish. We are confident that this collection of articles will help readers gain a better understanding of how TV ads convey meaning and will also provide valuable insights into how to carry out research in the field of multimodality.
Aquesta col·lecció inclou una rica varietat d'enfocaments als complexos enteniments dels meridionals amb el canvi i els avanços reflectits en la literatura, la història i la cultura d'aquesta regió tan característica. Els col·laboradors d'ambdues parts de l'Atlàntic aborden viatges introspectius de peregrinació literària, llancen nova llum sobre la història del moviment dels drets civils, així com el seu reflex en la literatura, analitzen les transaccions des de la literatura cap al cinema, tracen les peregrinacions religioses tant en la història com en el cinema, i segueixen a un gran nombre d'autors i personatges literaris en els seus viatges a través del Sud o en la seua fugida forçosa o voluntària d'ell, a la recerca d'altres llocs on puguen trobar refugi o on puguen sembrar les sements d'un nou inici.
Índex
Índex
CONTENTS
Notes on Contributors
Preface
1 TV3 and the construction of a model of television advertising in Catalan
Germán Llorca-Abad
2 Multimodal cueing of strategic irony
Lars Pynt Andersen
3 How advertisers use sound and music to communicate specific ideas, attitudes and identities: a multimodal critical discourse approach
Gwen Bouvier, David Machin
4 Multimodal narrativity in TV ads
María Ángeles Martínez Martínez, Blanca Kraljevic Mujic, Laura Hidalgo-Downing
5 ‘Above all’: The myth of ‘dreams’ as advertising tool
Kay L. O’Halloran, Sabine Tan, Marissa K. L. E
6 ‘Hello Sunshine’ – A multimodal analysis of a Volkswagen television commercial
Sabine Wahl
7 Is this the Italy we like? Multimodal argumentation in a Fiat Panda TV commercial
Andrea Rocci, Sabrina Mazzali-Lurati, Chiara Pollaroli
8 Slogans in Spanish television commercials in three countries: a characterization of form, function and message
Karol J. Hardin
