Academic literature on the topic 'Persuasive Multimodal'

In recent decades cities have applied a number of policy measures aimed at reducing car use and increasing public transportation (PT) patronage. Persuasive strategies to change mobility behavior present notable limitations in economic and logistical terms and have only minor impacts. The smartphone has emerged as a promising tool to overcome these challenges, as it can host persuasion strategies through mobility apps. Simultaneously, Mobility-as-a-Service (MaaS) schemes could open up new possibilities for addressing both sustainability goals and the needs of urban travelers. This paper carries out a literature review to identify the key elements of mobility apps that foster more sustainable travelers’ choices. The findings show that some persuasive strategies such as eco-feedback, rewards or social challenges are effective because they are well received by users. From the users’ point of view, the perceived barriers (e.g., usability, privacy) relate negatively to app adoption, and it is considered useful to include functional needs such as real-time information (e.g., to avoid congestion), cost savings (e.g., customized multimodal packages), comfort (e.g., crowding on public transport) or health (e.g., calories burned). We have found that a proper design of multimodal travel packages based on (i) financial incentives and (ii) environmental awareness, could help increase public transport patronage and reduce private car use.

The present study investigated students’ ( N = 404) interpretations of the main message and use of modes in a persuasive multimodal video on vaccines. It also examined whether students’ topic knowledge, language arts grades, and self-identified gender were associated with their interpretations. Students analyzed a YouTube video in which two entertainers demonstrated the importance of vaccinating children. Students’ interpretations of the usefulness of vaccines varied in terms of quality of reasoning, which was associated with students’ topic knowledge. Notably, many students’ interpretations of the use of modes were incomplete, or they did not even mention certain modes in their response. The results suggest that students should be explicitly taught how to interpret different modes and their uses for argumentative purposes.

RESUMO: Este artigo analisa anúncios publicitários veiculados no YouTube, com vistas a compreender como os diferentes recursos semióticos contribuem para que o anúncio possa significar mais e atingir o público-alvo. Para isso, foram selecionados três anúncios publicitários, veiculados em vídeo, a fim de que fosse feita uma análise dos recursos presentes, a partir da abordagem da Gramática do Design Visual, uma das vertentes da semiótica social. As análises, de cunho descritivo e qualitativo, evidenciam que as funções composicional, interativa e representacional encontram-se articuladas no gênero anúncio publicitário em vídeo e que os sentidos construídos a partir da integração das várias semioses estão vinculados aos padrões de experiência e às interações sociais, próprias de cada cultura.PALAVRAS-CHAVE: multimodalidade; anúncio publicitário; persuasão.ABSTRACT: This article analyzes commercials aired on YouTube, in order to understand how different semiotic resources contribute to the ad might mean more and reach the target audience. Three video advertisements were selected in order to analyze their present resources, based on the Grammar Theory of Visual Design, one of the ramifications of social semiotics. Descriptive and qualitative analyses show that compositional, interactive and representational functions are articulated in the genre advertising and that the meanings constructed from the integration of the various semiosis are linked to the patterns of experience and social interactions according to each culture.KEYWORDS: multimodality; advertisement; persuasion.