Interactive Meanings in Multimodal Visuals: A Socio-Semiotic Narratological Study of a Pakistani TV Advertisement [Conference Proceedings MAAL APC 2022] (original) (raw)
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The present article explores the interaction between multimodality and narrativity as a discourse strategy which promotes creativity as a socio-cognitive process in British TV cosmetics ads. Multimodal TV ads narratives are structured visually and aurally by means of the extended metaphors light is good and harmonious music is good, as well as other multisemiotic features. Two narrative patterns are examined: in the first type, story ending coincides with narrative ending; this is illustrated by two ads with specific metaphors which set out the problem to which the product provides a solution. In the second type, illustrated by two hair products ads, story ending coincides with narrative beginning, and displays multimodal metaphors which enhance the positive attributes of the product.
Semiotic Interpersonal Metafunctions in Visual Communication
2019
In verbal communication, interpersonal function manifests interaction between speaker and listener, whereas in visual communication it manifests interaction between the represented participant and the viewer. This qualitative research analyses interpersonal functions in visual communication. The study employs Kress and Leeuwen’s social semiotics framework based on Hallidain Metafunctions in Systemic Functional Linguistics. The purpose of the study is to apply social semiotic framework and find out the power of represented participant and viewer’s power, imaginary social relationship and social distance between the represented participant and the viewer, during the interpersonal visual communication. The study will be highly effective in the field of visual communication, advertisers and in the visual pedagogy. The research found that the direct eye connection induces the viewer to take a long look at commodity or product being offered. The frontal angle reflects the total involvemen...
Palgrave Macmillan, 2019
By drawing on visual data ranging from printed advertisements to digital photography, this book provides a fine-grained social semiotic analysis of a full range of visual texts in terms of specified periods, offering a complex interpretation of what different social functions these texts realise in a semiotic artefact. Situated in the semiotic landscape of the city of Hong Kong, the current study demonstrates that the social context of meaning making is an important feature of a social semiotic visual analysis. For example, it shows that the widespread use of smartphone applications has a significant impact on the personal photography of Hong Kong females, leading to socio-cultural transformations that are reflected in the representational aesthetic practices of digital photographs for self-modelling as well as an emerging gendered identity within the community. In addition, the social semiotic analysis of printed advertisements in magazines on slimming products and services also offers deep insights into the media ideologies relating to female body idealisation, gender roles and stereotypes, providing a useful sociologically relevant analysis on the basis of analytical tools from social semiotics and further pointing to the need for combining social semiotics with sociological theory and beyond. The book also discusses how social semiotic analysis might attend to the broader discursive practices, as in the case of TV commercials focussed on personal loans and luxury property. The desire of a hedonistic lifestyle has been the driving force behind these discursive practices in which social actors are idealised through semiotic resources in such a way that their semiotically shaped identities in the advertising discourse become a site of ideology on the basis of which intertextuality and the broader discourse of social stereotypes could be analysed. This book will therefore be of interest to a very wide readership in various academic fields in arts and social sciences such as semiotics, visual studies, design studies, media and cultural studies, anthropology and sociology.
A Socio Semiotic Approach to Multimodal Discourse of Selected Nollywood Film Advertisement Posters
Studies in Pragmatics and Discourse Analysis, 2021
Film posters are complex forms of visual communication basically employed to promote films so as to seek for patronage from prospective viewers. Nollywood film poster designers or marketers employ a complex system of modes of multimodal communication to achieve their intended objectives. This study therefore investigates how these semiotic resources reveal the intention of the film poster designers and how other contextual variables influence the ability of the viewers to comprehend the messages embedded in film posters. The objectives of the study are to uncover the visual and linguistic semiotic resources in the film advertisement posters and their interaction. The study adopts a qualitative approach to the analyses of six randomly selected Nollywood film advertisement posters of three genres, namely: drama, thriller and comedy. Yuen’s Generic Structure Potential and Royce’s Ideational Intersemiotic Complementarity serve as the basis for the analysis of the selected texts. The stu...
PAKISTAN LANGUAGES AND HUMANITIES REVIEW
With the development of technology and advancement of media, the advertisements are no more mono-modal discourses. Instead, advertisements utilize multiple modes to catch the eyes of the viewers and to win the hearts of desired customers. Today traditional literacy alone fails to interpret modern day multimodal texts like advertisements. This paper based on Kress and Van Leeuwen's (1996) theory of Visual Grammar, analyzes two non-product advertisements of Jubilee Life Insurance Company, Pakistan, to find out how visual communication is carried out through a relation between these semiotic modes. The analysis has shown that semiotic modes are used by the ad makers to represent participants and also to maintain a relation between the represented participants and the viewers. The study also highlights how the ideology of the involved participants works to communicate the desired meanings to the target audience through these the interrelated systems of semiotic modes within a business discourse.
Journal of Pragmatics, 2009
A rapidly waxing flow of "multimodality" floods publishers' catalogues, journals, and conferences. This is understandable, since discourses that draw on more than just the good old language modality present themselves in ever more emphatic ways, due to developments such as the growing multifunctionality of cel phones, the rise of computer games, and the huge popularity of Youtube and of surfing on Internet in general. In this monomodal review I discuss a book that promises innovative perspectives on multimodality, Royce and Bowcher's edited volume New Directions in the Analysis of Multimodal Discourse.
NAVIGATING THE MODERN WORLD WITH SOCIAL SEMIOTIC MULTIMODAL APPROACH
Proceeding of SENABASTRA XI "Trends and Issues in Linguistics, Literature and Cultural Studies, 2019
In an era where messages are imparted through various semiotic resources, it is necessary that we learn social semiotic multimodal approach. This approach is concerned with the making of meanings in many walks of life. In constructing meanings, several semiotic modes are deployed, which include verbal elements, visual, sound, gesture, gaze, clothing, and even ceremonies. In a classroom, the participants exchange messages by linguistic elements, notes, pictures, screens, and books. The paper argues that such approach has an important bearing on the way we learn, know, and construct information. It starts with the Systemic Functional Theory as the foundation of the social semiotic multimodal approach, then briefly sketches the application to analysis of advertisement. It maintains that the increasingly multimodal world has changed the way we read and understand information. Next, it also addresses the application of multimodality in teaching-learning domain, arguing that vast opportunities lie ahead for researchers to identify the extent to which multimodal approach can be potentially helpful for teachers and learners.
A Multimodal Discourse Analysis of Five Selected Online Bank Advertisements
Shodh Sari-An International Multidisciplinary Journal, 2023
Language remains an indispensable tool used in the advertisement world to communicate. Advertisements as forms of communication are goal oriented; they are used to manipulate the viewers or listeners' emotions not for the sole aim of entertainment but designed to achieve their persuasive goal of selling goods and services. The covid 19 outbreak had a big impact on several industries and the banking sector is not an exception. It is an undeniable fact that current advertising landscape poses a challenge to agencies, all round the world; hence businesses can still experience great result with digital advertising values for those who stay at home. Thus, the problem still remains that people do not look beyond the fascinating coated language, images, colour, gestures, and facial expression among others which have in-depth meaning. This paper investigates the different multimodal elements employed by Banks in the advertisement of their products and services on Facebook. Five screen-shot advertisements of five banks from Facebook were sampled and subjected to descriptive analysis. The Banks are, Access Bank, United Bank for Africa (UBA), First City Monument Bank (FCMB), First Bank of Nigeria and Guarantee Trust Bank (GT). The study is hinged on Kress and van Leeuwen (2006) theoretical approach to multimodal discourse which is heavily anchored on the systemic functional linguistic orientation of Halliday's (1975) view of language as a social semiotic inspired studies on multimodal socio semiotic. The analysis revealed that bank advertisements are characterized by verbal and visual resources which include images, bold prints, capitalization, gothic writing, figures of speech, phrases, lexical acronym, quotes, punctuation marks and other graphological devices. It also revealed that colour, gesture, facial expression among others is also significant for meaning