To see the other types of publications on this topic, follow the link: Persuasive Multimodal.
Journal articles on the topic 'Persuasive Multimodal'
Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles
Consult the top 50 journal articles for your research on the topic 'Persuasive Multimodal.'
Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.
You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.
Browse journal articles on a wide variety of disciplines and organise your bibliography correctly.
1
Valeiras-Jurado, Julia. "Multimodal persuasive strategies in product pitches." Text & Talk 41, no. 4 (February 2, 2021): 561–84. http://dx.doi.org/10.1515/text-2019-0254.
Full textAbstract:
Abstract The product pitch is a widespread genre within business communication and is used to introduce a product in the market. Product pitches are meant to convince an audience of the value of the product they introduce. Because they are subjected to strict time constraints, these presentations need to be particularly effective in their persuasive efforts, and speakers need to make the best use of all the semiotic resources they have at their disposal to efficiently convey their message. Researchers and practitioners with first-hand experience in this genre agree that it is inherently persuasive and multimodal. However, little is known about the complex interplay established between the different semiotic modes that are at stake in a product pitch, and about the potential effect that these multimodal ensembles have on persuasion. This study analyses a corpus of product pitches using a combination of computer assisted multimodal discourse analysis and ethnographic observations and interviews to probe into the use of multimodal persuasive strategies in these presentations. The findings show how speakers highlight the unique selling points of their products and present them as the best solution to a problem, resorting to a series of persuasive strategies (e.g. attention getting, evaluation) that are realised through carefully orchestrated multimodal ensembles.
2
Valeiras-Jurado, Julia, and Noelia Ruiz-Madrid. "Multimodal enactment of characters in conference presentations." Discourse Studies 21, no. 5 (May 13, 2019): 561–83. http://dx.doi.org/10.1177/1461445619846703.
Full textAbstract:
In academic oral genres such as conference presentations, speakers resort to more than words to convey meaning. Research also suggests that persuasion, an important element of the communicative purpose of conference presentations, is frequently achieved through a combination of semiotic modes. Therefore, a skilful orchestration of these modes can be considered key to achieving effective communication in this genre. However, our understanding of persuasion has often focused on specific elements of the message considered in isolation and mainly from the linguistic perspective. Relatively little attention has been paid to the overall persuasive effect achieved by the complex multimodal ensemble. This study approaches the analysis of persuasive strategies in conference presentations combining multimodal discourse analysis and ethnographic methods. It focuses on a particular attention-getting technique: enactment of characters, or acting the part of a person that is being referred to. Our analysis shows how it is achieved through the orchestration of different modes such as words, intonation, gestures, head movements, gaze and facial expression.
3
Rach, Niklas, Klaus Weber, Yuchi Yang, Stefan Ultes, Elisabeth André, and Wolfgang Minker. "EVA 2.0: Emotional and rational multimodal argumentation between virtual agents." it - Information Technology 63, no. 1 (February 1, 2021): 17–30. http://dx.doi.org/10.1515/itit-2020-0050.
Full textAbstract:
Abstract Persuasive argumentation depends on multiple aspects, which include not only the content of the individual arguments, but also the way they are presented. The presentation of arguments is crucial – in particular in the context of dialogical argumentation. However, the effects of different discussion styles on the listener are hard to isolate in human dialogues. In order to demonstrate and investigate various styles of argumentation, we propose a multi-agent system in which different aspects of persuasion can be modelled and investigated separately. Our system utilizes argument structures extracted from text-based reviews for which a minimal bias of the user can be assumed. The persuasive dialogue is modelled as a dialogue game for argumentation that was motivated by the objective to enable both natural and flexible interactions between the agents. In order to support a comparison of factual against affective persuasion approaches, we implemented two fundamentally different strategies for both agents: The logical policy utilizes deep Reinforcement Learning in a multi-agent setup to optimize the strategy with respect to the game formalism and the available argument. In contrast, the emotional policy selects the next move in compliance with an agent emotion that is adapted to user feedback to persuade on an emotional level. The resulting interaction is presented to the user via virtual avatars and can be rated through an intuitive interface.
4
Pfurtscheller, Daniel. "Persuasives Handeln: objektbezogen, multimodal, massenmedial. Gebrauch der „Taferln“ in österreichischen TV-Wahldebatten." Studia Linguistica 35 (March 29, 2017): 37–66. http://dx.doi.org/10.19195/0137-1169.35.3.
Full textAbstract:
Object-related and multimodal forms of persuasion. The case of “Taferln” small cardboard signs in Austrian TV election debatesAustrian TV debates are held as roundtable talks with little formal rules, in particular the use of documents and objects brought along is not prohibited. This paper deals with the persuasive use and situated history of “Taferln” small cardboard signs during the 15 one-on-one encounters produced live by the Austrian public service broadcaster ORF before the general election in 2013. The video data were coded in terms of object use, relevant sections further transcribed and evaluated in conjunction with the journalistic picture direction and camera work. The findings show that politicians employed “Taferln” in 12 broadcasts, usually to be seen in close-up on the TV screen, suggesting that “Taferln” are an established means in Austrian political discourse to argue and persuade. The qualitative analysis describes in detail how “Taferln” provide communicative benefits in the conversational situation: how “Taferln” can be used to refute statements of the counter party, how conversational roles are performatively constituted based on object use, and how affordances of the material objects are strategically exploited for persuasive action.
5
Vereijken, Beatrix, and H. T. A. (John) Whiting. "“The assumption of separate senses”: Pervasive? Perhaps – Persuasive? Hardly!" Behavioral and Brain Sciences 24, no. 2 (April 2001): 242–43. http://dx.doi.org/10.1017/s0140525x01533944.
Full textAbstract:
We show that Stoffregen & Bardy's arguments against the assumption of separately functioning senses have more historical antecedents than they give credit for, and that multimodal functioning – primitive in perceptual and brain development – does not require this assumption. What is needed is evidence that biological organisms are indeed detecting and acting upon information in a multimodal (or global) array.
6
Valeiras‐Jurado, Julia. "Genre‐specific persuasion in oral presentations: Adaptation to the audience through multimodal persuasive strategies." International Journal of Applied Linguistics 30, no. 2 (January 28, 2020): 293–312. http://dx.doi.org/10.1111/ijal.12284.
Full text
7
Casquero, Daniel, Andrés Monzon, Marta García, and Oscar Martínez. "Key Elements of Mobility Apps for Improving Urban Travel Patterns: A Literature Review." Future Transportation 2, no. 1 (January 4, 2022): 1–23. http://dx.doi.org/10.3390/futuretransp2010001.
Full textAbstract:
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.
8
Kiili, Carita, Blaine E. Smith, Eija Räikkönen, and Miika Marttunen. "Students’ Interpretations of a Persuasive Multimodal Video About Vaccines." Journal of Literacy Research 53, no. 2 (April 24, 2021): 196–218. http://dx.doi.org/10.1177/1086296x211009296.
Full textAbstract:
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.
9
Guerini, Marco, Oliviero Stock, and Massimo Zancanaro. "A TAXONOMY OF STRATEGIES FOR MULTIMODAL PERSUASIVE MESSAGE GENERATION." Applied Artificial Intelligence 21, no. 2 (February 8, 2007): 99–136. http://dx.doi.org/10.1080/08839510601117169.
Full text
10
Vieira, Mauriceia Silva de Paula, and Paula Silva Abreu. "Letramento multimodal e argumentação: análise de estratégias persuasivas no anúncio publicitário / Multimodal literacy and argumentation: analysis of persuasive strategies in advertisement." Texto Livre: Linguagem e Tecnologia 10, no. 2 (December 28, 2017): 271–90. http://dx.doi.org/10.17851/1983-3652.10.2.271-290.
Full textAbstract:
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.
11
Wulan Sari, Venti. "A Multimodal Discourse Analysis in Pantene Advertisement." International Journal of Linguistics, Literature and Translation 4, no. 10 (October 29, 2021): 21–30. http://dx.doi.org/10.32996/ijllt.2021.4.10.4.
Full textAbstract:
Advertisement is a persuasive media aimed at persuading and influencing the public. Every day, the advertisement can be found anywhere, such as in a newspaper, television, radio, and also magazine. Pantene is a shampoo product that is very famous especially among women. Its advertisement can be found almost in every media. In this research, the researcher aims to investigate how Pantene Indonesian ads verbally and visually represent the image of women with beautiful strong hair and the ads’ differences by means of Halliday’s transitivity system (2014) and Kress and van Leeuwen’s (2006) point of view. This research also focuses on what the differences signify. The research analyzes Pantene’s advertisements. The data taken for this research are the Pantene Indonesian ads, focusing on the ads that show their brand ambassadors. The results of this research show that Pantene Indonesian ads describe women with strong hair as something that is coveted by women in Indonesia. Similarly, in Pantene International ads, the figure of a woman with strong and beautiful hair is described as a beautiful woman. In the Pantene Indonesian advertisement, it can be seen that ads makers use the implicit persuasive method, whereas, in the International Pantene, the method is explicit declarative employed which can be seen by viewers directly. These differences verify the stereotypes attached to the Indonesian and International market, namely being communal and individual, respectively.
12
Seizov, Ognyan. "Communicative and Persuasive Strategies in the Bulgarian Parliamentary Elections 2014." International Journal of E-Politics 6, no. 2 (April 2015): 43–68. http://dx.doi.org/10.4018/ijep.2015040104.
Full textAbstract:
The field of political communication has long cast its eye on the Internet and beyond its traditional US-American focus. Nevertheless, research into the Web's full palette of expression means as well as across a wider, non-Western territory, remains modest. This paper analyzes how five major Bulgarian political parties presented themselves on the Web in one of the most heated and controversial elections since the fall of the totalitarian regime in 1989/1990. To shine a light on Bulgarian political communication, the paper takes the October 2014 parliamentary election campaign in Bulgaria, which took place amid unprecedented society-wide discontent and tension. It takes a close look at five major parties' online platforms. It applies a multimodal content-analytical framework to a total of N=64 webpages. Distinct visual, textual, and multimodal persuasive strategies flesh out, and their relationships to each party's background and poll performance are explored.
13
Leão, Wellington Carvalho de Arêa, Paula Fabiana Melo Cardoso Martins, and Francisco Wellington Borges Gomes. "COMPOSIÇÃO MULTIMODAL EM ANÚNCIOS PUBLICITÁRIOS DA REVISTA ESPAÇO NATURA: PERCEPÇÕES SEGUNDO A GRAMÁTICA DO DESIGN VISUAL." EntreLetras 13, no. 1 (October 26, 2022): 396–413. http://dx.doi.org/10.20873/uft2179-3948.2022v13n1p396-413.
Full textAbstract:
Advertising campaigns are closely linked to elements that capture the consumer's attention by using symbols, drawings, photos, and colors in a purposeful combination of image constituents. Therefore, the textual genre advertisement associates several modules for the achievement of its communicative purpose. In this perspective, this study proved that the construction of the visual texts of the advertisements of the magazine Revista Espaço Natura maintains a logical and analyzable construction from the perspective of the Grammar of Visual Design (GDV), in order to persuade the consumer to purchase the products advertised by the magazine. For this, the article was based on the assumptions ofTrindade (2012), Silva (2015), Rojo and Moura (2019) and Krees and van Leeuwen (2021). The objective is to identify in the images the persuasion processes between company and customer, aiming at the purchase of a certain product. The corpus analyzed was an advertisement from the magazine Espaço Natura from cycle 12 of the year 2021, in observation of the value of information and its subcategories. It was found that the visual piece is constituted by means of a persuasive and intimate language, presenting an apparent reality that leads the interlocutor to consumption.
14
TARASOVA, OLESYA N. "PECULIARITIES OF PERSUASIVE STRATEGY REALIZATION IN BRITISH POLITICAL DISCOURSE: MULTIMODAL APPROACH." HUMANITARIAN RESEARCHES 73, no. 1 (2020): 51–55. http://dx.doi.org/10.21672/1818-4936-2020-73-1-051-055.
Full text
15
Lu, Yingdan, and Cuihua (Cindy) Shen. "Unpacking Multimodal Fact-Checking: Features and Engagement of Fact-Checking Videos on Chinese TikTok (Douyin)." Social Media + Society 9, no. 1 (January 2023): 205630512211504. http://dx.doi.org/10.1177/20563051221150406.
Full textAbstract:
As fact-checking videos increasingly circulate on video-sharing platforms, more research is needed to understand the prevalent features of such videos and how they are associated with audience engagement. Drawing from the literature on fact-checking, communication, marketing, and computer science, we identified eight audiovisual features as well as seven persuasive strategies that are most relevant to fact-checking videos. Using a hybrid video analysis framework combining both automated and manual content analysis, we examined 4,309 fact-checking videos on Douyin, the Chinese version of TikTok. We found that fact-checking videos on Douyin tended to have higher brightness, less cool color dominance, and faster tempo than non-fact-checking videos from the same accounts and Douyin Trending videos, and frequently used persuasive strategies like clickbait and humor. Through feature clustering, we established three types of fact-checking videos on Douyin—long storytelling cartoons, short stimulating videos, and short authoritative videos. We found that several audiovisual features and persuasive strategies were associated with audience engagement, such as likes, comments, and reshares. This study sheds light on the common practices of fact-checking videos in Chinese cyberspace, extends the current image-as-data paradigm to fact-checking videos, and helps fact-checkers make evidence-based decisions on content creation.
16
ALOUSQUE, ISABEL NEGRO. "Verbo-pictorial metaphor in French advertising." Journal of French Language Studies 24, no. 2 (March 22, 2013): 155–80. http://dx.doi.org/10.1017/s0959269513000045.
Full textAbstract:
ABSTRACTIn the last thirty years the development of the Cognitive Metaphor Theory (e.g. Lakoff, 1987, 2006; Lakoff and Johnson, 1999) has led to vast research into metaphor. The study of linguistic metaphor was followed by a body of work into pictorial metaphor (Forceville, 1994, 1996) and multimodal metaphor (Forceville, 2007, 2008, 2009). In the present contribution we explore the use of verbo-pictorial metaphors in advertising through a corpus of French print ads. Starting from the claim that adverts serve a persuasive purpose, it will be argued that multimodal metaphor contributes to that purpose. The paper addresses three issues: a) how multimodal metaphors are manifested in the French advertisements; b) how image and text interact in a concrete type of multimodal metaphor in French print advertisements, namely verbo-pictorial metaphor; c) how verbo-pictorial metaphor performs a pragmatic function in advertising.
17
Wildfeuer, Janina, and Chiara Pollaroli. "When context changes." International Review of Pragmatics 10, no. 2 (June 11, 2018): 179–97. http://dx.doi.org/10.1163/18773109-01002003.
Full textAbstract:
Abstract This paper highlights the notion of dynamic context as an indispensable pragmatic aspect of multimodal argumentation and exemplifies a context-based approach to multimodal arguments with an analysis of the Mophie 2015 Super Bowl commercial. Whereas in dynamic semantics and verbal discourse analysis the notion of dynamic context and its context change potential are significant patterns for the analysis, argumentation theorists have not yet fully included these patterns in their discussions. The paper argues that multimodal argumentative genres such as commercials and movie trailers often work with a dynamically changing interpretation, which, at the end, reveals their persuasive patterns and final claims. It demonstrates that it is absolutely necessary for a detailed analysis of the argumentation in these multimodal genres to include the contextual influence and dynamic change potential. The paper thus emphasizes the need for an inclusion of the notion of dynamic context in methods and frameworks dealing with the complexity of multimodal argumentation.
18
Anderson, Kate T., Olivia G. Stewart, and Dani Kachorsky. "Seeing Academically Marginalized Students’ Multimodal Designs From a Position of Strength." Written Communication 34, no. 2 (April 2017): 104–34. http://dx.doi.org/10.1177/0741088317699897.
Full textAbstract:
This article examines multimodal texts created by a cohort of academically marginalized secondary school students in Singapore as part of a language arts unit on persuasive composition. Using an interpretivist qualitative approach, we examine students’ multimodal designs to highlight opportunities taken up for expanding literacy practices traditionally not available to lower tracked students. Findings examine the authorial stances and rhetorical force that students enacted in their multimodal designs, despite lack of regular opportunities to author complex texts and a schooling history of low expectations. We extend arguments for the importance of providing all students with opportunities to take positions as designers and creators while acknowledging systematic barriers to such opportunities for academically marginalized students. This study thus counters deficit views of academically marginalized students’ literacy practices by demonstrating their authoritative stance taking and enacting of layered positionalities through multimodal designs in which they renegotiated ways of knowing and doing in their classroom.
19
Koltsova, Elena A., and Faina I. Kartashkova. "Digital Communication and Multimodal Features: Functioning of Emoji in Interpersonal Communication." RUDN Journal of Language Studies, Semiotics and Semantics 13, no. 3 (September 30, 2022): 769–83. http://dx.doi.org/10.22363/2313-2299-2022-13-3-769-783.
Full textAbstract:
Technical advances and digital means of communication have led to the development of digital semiotics which is characterised by its multimodality and abounds in paralinguistic elements such as emojis, emoticons, memes, etc. These extralinguistic elements serve as a compensatory mechanism in the new communication means. The increasing interest of users in various iconic signs and symbols generates the research interest in different fields of knowledge. The study aims to consider cognitive, semiotic and psycholinguistic features of emojis in interpersonal communication through analysing their functions in text messages and in social network messages. An attempt to reveal their persuasive mechanism is made. The research is based on a large scale dataset comprised of the private text messages as well as public posts on social networks which include verbal and nonverbal / iconic elements. The research data presents a multilingual bank of English, Russian and French sources. The research methods include context analysis, linguistic and pragmatic analysis and content analysis. The findings show that emojis in private interpersonal communication perform a number of functions, namely nonverbal, emotive, pragmatic, punctuation, substitutional, decorative and rhetorical functions. These iconic symbols incorporated in the interpersonal digital communication present a compensatory mechanism and the means of persuasion of a message addressee / recipient. The combination of verbal and iconic elements triggers a double focusing mechanism, and the perception is shaped by all cognitive mechanisms including rational and emotional, unconscious components.
20
Juliana, Juliana, and Santi Arafah. "THE MULTIMODAL ANALYSIS OF ADVERTISING TAGLINE "TOLAK ANGIN SIDOMUNCUL” THROUGH SYSTEMIC FUNCTIONAL LINGUISTICS APPROACH." Journal MELT (Medium for English Language Teaching) 3, no. 2 (December 17, 2018): 160. http://dx.doi.org/10.22303/melt.3.2.2018.127-137.
Full textAbstract:
Tagline is one way to attract the customer attention to remember the products with the catch-up phrase. An ad tagline can create a new image of its brand and also provide a persuasive effect that affects the audience behavior. The effectiveness of an advertisement is very important to analyze. This research uses qualitative methods to analyze the use of multimodal linguistics in looking at the effectiveness of Tolak Angin Sidomuncul ad. Mutlitodal elements are analyzed in Tolak Angin Sidomuncul ad applying systemic functional linguistics (SFL) in analyzing the multimodal elements such as linguistic, visual, audio, gestural, and spastial elements. The results of this research showed that the use of multimodal elements in Tolak Angin Sidomuncul Ads are interconnected each other to convey the meaning and message which aims to attract the attention of audience to buy Tolak Angin Sidomuncul products.
21
Wu, Ting. "Reasoning and Appraisal in Multimodal Argumentation." Chinese Semiotic Studies 16, no. 3 (August 26, 2020): 419–38. http://dx.doi.org/10.1515/css-2020-0023.
Full textAbstract:
AbstractThe development of new media enlarges the repertoire of semantic resources in creating a discourse. Apart from language, visual and sound symbols can all become semantic sources, and a synergy of different modality and symbols can be used to complete argumentative reasoning and evaluation. In the framework of multimodal argumentation and appraisal theory, this study conducted quantitative and multimodal discourse analysis on a new media discourse Building a community of shared future for humankind and found that visual symbols can independently fulfill both reasoning and evaluation in the argumentative discourse. An interplay of multiple modalities constructs a multi-layered semantic source, with verbal subtitles as a frame and a sound system designed to reinforce the theme and mood. In addition, visual modality is implicit in constructing the stance and evaluation of the discourse, with the verbal mode playing the role of “anchoring,” i.e. providing explicit explanation. A synergy of visual, acoustic, and verbal modalities could effectively transmit conceptual, interpersonal, and discursive meanings, but the persuasive result with the audience from different cultural backgrounds might be mixed.
22
Isti'anah, Arina, and Anindita Dewangga Puri. "NATURE IN INDONESIAN TOURISM: A MULTIMODAL DISCOURSE ANALYSIS." Widyaparwa 50, no. 2 (December 19, 2022): 319–31. http://dx.doi.org/10.26499/wdprw.v50i2.1159.
Full textAbstract:
In tourism promotion, nature has been considered a key factor in persuading tourists to visit. Nature has been studied by many researchers using linguistic analysis, such as metaphor and rhetorical devices, to attach it to beauty and paradise. However, tourism promotion in social media now also requires multimodal modes to communicate with readers. The choice of shot strategies, frame size, and eye level in the visual source are powerful features to position readers in virtual communication. Therefore, this paper addresses multimodal strategies to present Indonesian nature in the tourism website from its interpersonal strategies. Theories of multimodality by Kress and Leeuwen are applied to discuss five samples of the multimodal resources of Medan, Raja Ampat, Lombok, Bintan, and Banyuwangi. The analysis found that the visual strategies identified from the gaze, shot distance, and eye level constitute an offer, while the textual strategies function as informative and descriptive. This paper confirms previous research that Indonesian tourism website is loaded with descriptive modes where persuasion is indirectly addressed.Dalam promosi pariwisata, alam telah dianggap sebagai factor kunci dalam membujuk turis untuk mengunjungi tempat wisata. Alam telah dikaji oleh peneliti dengan analisis linguistik, beberapa di antaranya seperti metafora dan Pirani retorika untuk melekatkan alam dengan keindahan dan surga. Namun demikian, promosi pariwisata dalam media sosial saat ini juga memerlukan mode multimodal untuk berkomunikasi dengan pembaca. Pilihan strategi pengambilan gambar, ukuran bingkai, dan tingkat mata dalam sumber visual merupakan fitur yang kuat untuk memposisikan pembaca dalam komunikasi virtual. Oleh sebab itu, artikel ini membahas strategi multimodal untuk menyajikan alam Indonesia pada situs web pariwisata dari strategi interpersonalnya. Teori multimodalitas dari Kress dan Leeuwen diaplikasikan untuk membahas lima sampel dair sumber multimodal teks Medan, Raja Ampat, Lombok, Bintan, dan Banyuwangi. Analisis menemukan bahwa strategi visual yang diidentifikasi melalui tatapan, jarak pengambilan, dan tingkat mata bertujuan untuk menawarkan, sedangkan strategi tekstual mengemban fungsi informatif dan deskriptif. Artikel ini menegaskan penelitian sebelumnya bahwa situs web pariwisata Indonesia memuat mode deskriptif yang memuat fungsi persuasive tak langsung.
23
Matoesian, Gregory, and Kristin Gilbert. "Multifunctionality of hand gestures and material conduct during closing argument." Gesture 15, no. 1 (May 19, 2016): 79–114. http://dx.doi.org/10.1075/gest.15.1.04mat.
Full textAbstract:
Closing argument represents the most crucial part of the adversarial system of justice. For attorneys, it provides an opportunity to showcase their persuasive skills through the full range of semiotic resources at their disposal. While studies of legal discourse have examined speech performance, few studies, if any, have analyzed how speech integrates with gesture and material conduct in the production of persuasive oratory. This work demonstrates the role of multimodal and material action in concert with speech and how an attorney employs hand movements, material objects, and speech to reinforce significant points of evidence for the jury. More theoretically, we demonstrate how beat gestures and material objects synchronize with speech to not only accentuate rhythm and foreground points of evidential significance but, at certain moments, invoke semantic imagery as well.
24
Feng, Dezheng, and Peter Wignell. "Intertextual voices and engagement in TV advertisements." Visual Communication 10, no. 4 (October 14, 2011): 565–88. http://dx.doi.org/10.1177/1470357211415788.
Full textAbstract:
By analysing multimodal TV advertisements, this study aims to show how intertextual voices are exploited in advertising discourse to enhance persuasive power. Taking as their point of departure the assumption that all discourses are intertextual recontextualizations of social practice that draw on external voices from both specific discourses and discursive conventions, the authors identify two types of intertextual voice in TV advertisements: character and discursive voice. This article illustrates the multimodal construction of voices and demonstrates that the choice of voices is closely related to the ‘domain’ of the product. It is argued that the intertexual voices contribute to the advertising discourse through multimodal engagement strategies. Character voice endorses the advertised product through such resources as lexico-grammar, intonation, facial expression and staged narrative, while discursive voice endorses the advertised product through contextualization and intertextual discourse structure. It is hoped that the study will shed light on the understanding of the heteroglossic nature of advertisements, the interaction between intertextual voices and the advertised message, and multimodal construction of voices and engagement.
25
Tang, Ping, Kelin Quan, and Jianbin Zhu. "The Construction of China’s Images through Multimodal Metaphor: A Case Study of China-related BBC Documentaries." Theory and Practice in Language Studies 10, no. 9 (September 1, 2020): 1044. http://dx.doi.org/10.17507/tpls.1009.05.
Full textAbstract:
Complementing three theoretical frameworks, conceptual metaphor theory (Lakoff and Johnson 1980) and critical metaphor analysis (Charteris-Black 2004; Musolff 2006, 2016) and multimodality from a cognitive viewpoint (Forceville and Urios-Aparisi 2009; Perez-Sobrina 2017), this study addresses the topic of China’s images unfolded in six BBC documentaries that are related to Chinese economy, social life, education, history, folklore, and cuisine respectively. This paper analyzes in detail how the theme metaphors are manifested multimodally through verbal, visual and aural modes and sub-modes with particular focus on how multimodal metaphors construct China’s images through the choice of source domains and metaphorical mapping. The significance of the study lies in showing how various modes and sub-modes are used in the source domains as an overall persuasive strategy to manipulate the public’s conceptualization of China. In addition, by examining the metaphorical entailments (Lakoff 2002; Johnson 1993, 1983), it illustrates how the media use of conceptual metaphors may become a powerful tool for conveying evaluative ideologies.
26
Budenkova, Valeriya E., Elena N. Savelieva, and Olesia V. Knasuk. "Multimodal text as a means of political identification: an analysis of the Russian blogosphere." Slovo.ru: Baltic accent 14, no. 2 (2023): 115–38. http://dx.doi.org/10.5922/2225-5346-2023-2-7.
Full textAbstract:
This article explores the phenomenon of online political activism, specifically political blogging, from the perspective of the author's concept of prosumer activity. It focuses on the multimodal texts of websites that convey political messages using a range of semiotic codes. The study aims to demonstrate how the political identity of the addresser is encoded and expressed in the information product. The analysis results in a typology of multimodal texts, classified into three types based on their political identity and intended purpose. The first type comprises blogs that have a clear ideological basis that marks the political identity of the producer, with a ‘concentrated’ multimodal text. The second type includes blogs that do not reflect the author's political identity, with an ‘amorphous’ multimodal text intended for political consumption and entertainment. The third type encompasses blogs that transmit ‘disperse’ multimodal text, which presents an ideological basis but is focused on political consumption rather than identity manifestation in communication and action. The proposed typology is confirmed through a comparative study of politically oriented blogs and those that address political topics occasionally. The study also identifies mechanisms that increase the communicative potential and persuasive power of the ideological and semantic content, using semiotic and discourse analysis.
27
Tebourski, Ines. "POETRY/MUSIC INTERFACE IN “LONDON:” TOWARDS A MULTIMODAL SEMIOTIC READING." Journal of English Language and Literature 09, no. 01 (2022): 99–108. http://dx.doi.org/10.54513/joell.2022.9112.
Full textAbstract:
This paper entitled “Poetry/ Music Interface in “London:” Towards a Multimodal Semiotic Reading” aims at examining the way William Blake’s London was “re- written” by being both adopted and adapted for an animated song in 2008. It seeks to show first, that the traditional readings of Blake’s Works which analysed his poetry and visual art separately have failed to articulate their ontological dimensions and did not come to terms with the energetics of Blake’s oeuvre that consists mainly of creating parallel universes. The paper, later, focuses on the interface between the words, the image and the rhythm in Alex Robinson’s “London” (2008) which suggested a new way of understanding Blake’s London and the world in general. The choice of the mode through which to re-introduce what was written is at the crux of the “re-writing” process and music is one of the most persuasive modes in what Gunther Kress and Theo Van Leeuwen refer to as “multimodal communication.” The multimodal discourse accentuates the importance of the different modes of communication including the word, sound, image, rhythm and colour, and stresses the importance of their added meanings; hence my choice of multimodal semiotic analysis for this paper.
28
Paralita, Isti Uga. "Pesan Persuasi Idola Korea Pada Konten Instagram Brand Skincare." Jurnal Komunikasi Nusantara 4, no. 2 (December 7, 2022): 264–76. http://dx.doi.org/10.33366/jkn.v4i2.162.
Full textAbstract:
The activeness of the Indonesian people on social media as a means of communication is then used by corporate brands to promote the products they will offer to the public. In this case, the skincare brand Scarlett Whitening as the best-selling skincare brand in Indonesia is collaborating with the South Korean girl group TWICE who will also promote Scarlett Whitening products on the @scarlett_whitening Instagram account. The age demographic of TWICE girl group fans is dominated by teenagers to young adults in the age range of 10-29 years, so it can be said that the target market of the Scarlett Whitening brand is in the age range of teenagers to young adults. This study was conducted to determine the form of persuasion messages by Korean idols on the content of the Instagram account @scarlett_whitening. The research method used is a multimodal method with a qualitative approach and a positivistic paradigm. From the results of the research, it was found that the persuasive message of Korean idols in the Instagram post @scarlett_whitening as the best-selling skincare product in Indonesia is closely related to the closeness between the represented participant and the active participant where actors and audiences are described as equal and there is an optimistic attitude about the products offered.
Abstrak
Aktifnya masyarakat Indonesia di media sosial dimanfaatkan oleh brand perusahaan untuk mempromosikan produk yang akan mereka tawarkan kepada khalayak. Dalam hal ini, brand skincare Scarlett Whitening sebagai brand skincare paling laris di Indonesia bekerjasama dengan girlband asal Korea Selatan TWICE yang turut mempromosikan produk Scarlett Whitening pada akun Instagram @scarlett_whitening. Demografi umur penggemar girlband TWICE didominasi oleh remaja hingga dewasa muda di kisaran umur 10-29 tahun, sehingga target pasar dari brand Scarlett Whitening berada di kisaran umur remaja hingga dewasa muda. Penelitian ini dilakukan untuk mengetahui bentuk pesan persuasi idola Korea pada konten akun Instagram @scarlett_whitening. Metode penelitian yang digunakan adalah metode multimodal dengan pendekatan kualitatif dan paradigma positivistik. Dari hasil penelitian kemudian diketahui bahwa pesan persuasi idola Korea pada postingan instagram @scarlett_whitening sebagai produk skincare paling laris di Indonesia berkaitan erat dengan kedekatan antara represented participant dengan active participant dimana aktor dan khalayak digambarkan setara serta adanya sikap optimis mengenai produk yang ditawarkan.
29
Gansel, Christina. "RISK AND FEAR COMMUNICATION IN THE CORONA PANDEMIC: MULTIMODAL COMMUNICATION AND ITS PERSUASIVE FUNCTION." German Philology at the St Petersburg State University 12 (2022): 304–27. http://dx.doi.org/10.21638/spbu33.2022.116.
Full textAbstract:
The subject of this article is the fear-related communication in German journalistic media indexed by the COVID pandemic since 2020. Fear communication is considered in the article as a resonance amplifier that can be processed by all functional systems of society, but can only be processed by an individual as an emotion in consciousness. The article does not examine the evocation of fear in an individual, but seeks to grasp theoretically how fear is communicated. The symbolically generalized medium of journalistic media and the coding of communication related to it play a special role. Fear-related communication is based on information selection and the constant differentiation between information and non-information in the journalistic media. It is used purposefully to form opinions and to help legitimize political decisions. Findings on linguistic strategies of fear-related communication are elaborated and substantiated with examples. The strategies include the use of neologisms in certain meanings, degradations of meaning, the choice of photos in text-image interaction as well as metaphors
30
Tseronis, Assimakis. "From visual rhetoric to multimodal argumentation: exploring the rhetorical and argumentative relevance of multimodal figures on the covers of The Economist." Visual Communication 20, no. 3 (April 24, 2021): 374–96. http://dx.doi.org/10.1177/14703572211005498.
Full textAbstract:
Visual rhetoric is more often than not identified with the search for patterns of visual form and content which convey meaning in ways that resemble the meaning construed by known rhetorical figures. Despite the numerous proposals for the classification of figures construed verbally or visually, there has been no systematic attempt to account for the different ways in which these may contribute to the argumentative structure of persuasive messages. In this article, the author studies comparatively the figures of metaphor, antithesis and allusion, cued visually or verbo–visually in the multimodal genre of front covers. He starts from the assumption that the front cover constitutes a multimodal argument in the sense that it invites the reader to buy the specific issue on the grounds of the featured story and the stance that the editors express over it. The goal is to identify the semiotic configurations that distinguish one figure from the other, and to establish conditions under which these figures can be shown to contribute meaning that serves the argument conveyed by the front cover.
31
Rentel, Nadine. "Persuasive communication on the Facebook account of the “Alternative für Deutschland” Saxony." Ars & Humanitas 14, no. 1 (June 23, 2020): 125–37. http://dx.doi.org/10.4312/ars.14.1.125-137.
Full textAbstract:
Recent surveys and political research have shown that the acceptance of the political programmes of populist parties, such as the “Alternative für Deutschland (AfD)”, is relatively high amongst the population of the three eastern German federal states, especially in Saxony, where the AfD won nine of the 13 rural districts during the local elections in May 2019. Thus, it seems relevant to take a closer look at the persuasive discourse of a so-called populist party. In its public discourse, the AfD responds to the fears and concerns of those people who tend to use social media platforms to gain information when making political decisions. The aim of the article is to show which verbal and visual resources characterize the persuasive discourse of the AFD Saxony on their Facebook account. For this purpose, we propose a qualitative, multimodal analysis of selected entries which the party uploaded on its Facebook account between November 2018 and March 2019.
32
Cymanow-Sosin, Klaudia, Piotr Cymanow, and Marcin Ciechanowski. "Advertising as an example of media persuasiveness with the use of modern types of narration." Media Linguistics 9, no. 2 (2022): 126–39. http://dx.doi.org/10.21638/spbu22.2022.204.
Full textAbstract:
The purpose of this article is to present the main persuasive function of various types of narratives based on the analysis of messages designed to influence and impel to make a decision. An additional purpose is to show that different narrative forms were used thoughtfully based on the research into intended recipient groups. The used methodology of narrative analysis in relation to media messages, the function of which is persuasion, was created on the basis of the methodology of content analysis in mediametric studies of the discipline of social communication and media, as well as related sciences, for example, visual, linguistic or semiological analysis. The relevance of the study is confirmed by the use of fresh material taken from current ratings conducted by network analysts regarding the most popular advertising messages in the Internet space and modern tools in the field of neuroscience. This made it possible to single out such types of narratives as cathectic, storytelling, celebrity, gaming and amplified narratives. Among the analyzed messages, including commercials and social campaigns, the authors highlight their distinctive features and ways of using them in the field of language and images, which makes it possible to categorize any multimodal persuasive messages, and facilitates the interpretation of this type of messages. Demonstrating the persuasiveness of the narrative as an integral feature of all messages in advertising communication leads to the conclusion that the purpose of using the narrative is to create tension and dynamics that strongly affect the viewer. Ultimately, the reason for its use is not only a reference, but also a description of the world. The narrative also has significant axiological and philosophical goals.
33
Negro Alousque, Isabel, and M. ª. Enriqueta Cortés de los Ríos. "Meaning Construction in Print Beer Ads." Miscelánea: A Journal of English and American Studies 57 (December 16, 2018): 101–19. http://dx.doi.org/10.26754/ojs_misc/mj.20186324.
Full textAbstract:
The aim of this study is to shed some light on the way meaning is constructed in print beer ads. The present paper lies within the scope of the research into the instantiation of metaphor, metonymy and image schemas in advertising. It analyses the role of these conceptual mechanisms from a contrastive perspective on the basis of an on-line corpus of English and French print beer ads. The theoretical underpinnings of this paper are based on the Cognitive Theory of Metaphor (Lakoff and Johnson 1980; Ruiz de Mendoza and Pérez 2011, among others) on the one hand, and the studies on multimodal metaphor (Forceville 1996, 2009, 2012, 2016; Forceville and Urios-Aparisi 2009) on the other, which have revealed that meaning is created through modes of communication other than verbal ones. The paper shows the role of monomodal and multimodal metaphor and metonymy as persuasive devices in advertising and the image-schematic basis of many metaphors and metonymies.
34
Incelli, Ersilia Amedea. "Engaging students in multimodal literacy practices in a university ESP context: towards understanding identity and ideology in government debates." Multimodal Communication 11, no. 1 (November 29, 2021): 49–61. http://dx.doi.org/10.1515/mc-2021-0004.
Full textAbstract:
Abstract This paper focuses on issues of multimodal literacy practices in ESP higher education settings. In particular, the research explores how students become engaged in various literacy activities aimed at enhancing their critical-thinking skills and interpretation of images. For this purpose, two datasets consisting of video clips were extracted from a larger multimodal corpus and developed for teaching applications: one involved a UK live parliament debate and the other a US House of Representatives debate. The main objective is to identify the key verbal strategies reflecting persuasive, argumentative rhetoric and the non-verbal features accompanying these verbal utterances such as prosodic stress, body/head movements, gaze, gesture. Thus, the focus of the analysis is on how different semiotic modes of communication construct meaning, especially in terms of how they reinforce the construction of identity and ideological stance. The results were systematically categorized and applied on a practical level to a teaching unit on ‘identity and ideology’.
35
Asenjo Alcalde, Roberto, and Maitê Gil. "Metaphorical representation of coronavirus in Spanish and Brazilian cartoons." Revista Electrónica de Lingüística Aplicada 21, no. 1 (January 31, 2023): 91–114. http://dx.doi.org/10.58859/rael.v21i1.480.
Full textAbstract:
The worldwide outbreak of Covid-19 epidemic has been profusely covered by the mass media in 2020. This research focuses on the metaphorical content of cartoons from prominent Spanish and Brazilian newspapers published online in March and April 2020. In these satirical drawings the virus is portrayed through two main modes of representation: pictorial and verbal. The conceptual metaphors conveyed in each cartoon were identified, analysed and classified into four source domain scenarios: arts and literature, conflicts, sports and games, and other. Mainly, two theories coming from Cognitive Linguistics, Conceptual Metaphor Theory, and Multimodal Metaphor Theory, have been used to approach this contrastive study in which the metaphorical representation of Covid-19 serves to offer a humorous and persuasive point of view about the impact of the pandemic in the Spanish and Brazilian society and the way the most important politicians of each country dealt with the sanitary crisis.
Keywords: Spanish and Brazilian newspapers; cartoons; Covid-19; metaphorical representation; pictorial and multimodal metaphors.
36
García-Sánchez, Soraya. "TED talks: multimodal communicative affordances for EPS/ELF dissemination." Journal of English as a Lingua Franca 10, no. 2 (September 1, 2021): 261–84. http://dx.doi.org/10.1515/jelf-2021-2063.
Full textAbstract:
Abstract Talks have been of interest for researchers who have compared different modes of scientific speeches such as traditional formal lectures, conferences and storyboarding technology, entertainment, and design (TED) talks. This article aims at exploring effective approaches to knowledge dissemination for non-native speakers in English Public Speaking (EPS) scenarios, a current challenge for international university students or academics, who need to adapt the format of the lecture or conference to a more persuasive and engaging public speech. TED Talks allow information consumers either in real time halls or in ubiquitous online performances to listen to well-explained verbal ideas that connect nonverbal language and emotions with the international audience. The hypothesis, therefore, is that TED Talks can serve as models of multimodal dissemination pitches to English as a Lingua Franca (ELF) speakers, who can be trained to improve their speech performance and convey their scientific notions and results successfully. After analysing the 10 most popular TED Talks, the findings suggest a set of strategies and techniques that can be useful for non-native learners in English Public Speaking contexts or for users of English as a Lingua Franca in their dissemination talks. The results provide some common pedagogical affordances for ELF dissemination talks, considering multimodal and nonverbal communication.
37
Guilbeault, Douglas. "How politicians express different viewpoints in gesture and speech simultaneously." Cognitive Linguistics 28, no. 3 (August 28, 2017): 417–47. http://dx.doi.org/10.1515/cog-2016-0086.
Full textAbstract:
AbstractPolitical speeches are a prime example of how discourse often requires speakers to convey multiple competing viewpoints, both their own and others’. Cognitive linguists have shown how, in speech, speakers express viewpoint through individual choices at the lexical and grammatical level. Recently, cognitive linguists have also shown that speakers express viewpoint using speech-accompanying gestures. To date, the study of viewpoint expression has focused on cases where speakers deliver the same viewpoint across modalities. By examining the persuasive uses of gesture in Obama’s A More Perfect Union speech, I show how speakers can communicate multiple different viewpoints across gesture and speech, simultaneously. There are moments when Obama expresses his opponents’ viewpoint in speech, while framing them in terms of his own viewpoint in gesture, and vice versa. I discuss how the deviation of viewpoints across modalities provides key insights into multimodal cognition, with respect to working memory, metaphor, and persuasion. Specifically, I argue that, as an implicit medium, gesture allows speakers to inject viewpoint into the uptake of speech, below the conscious radar of recipients, and I discuss how this rhetorical capacity is evolving as a result of communication technologies.
38
Juzelėnienė, Saulė, and Skirmantė Šarkauskienė. "Pictorial (multimodal) metaphor in printed advertising." Lietuvių kalba, no. 5 (December 28, 2011): 1–9. http://dx.doi.org/10.15388/lk.2011.22797.
Full textAbstract:
The theoretical basis of the article is the methodology of pictorial/visual metaphor research presented in Charles Forceville's work Pictorial Metaphor in Advertising (2006) and multimodal metaphor research proposed in his book Multimodal Metaphor (2009). Both verbal and non-verbal metaphors are investigated combining interaction theory proposed by Max Black and the principles of conceptual metaphor analysis formulated in cognitive linguistics. In a metaphor, the primary and the secondary subjects are considered equal to the target and the source domains distinguished by cognitive linguists and the result of their interaction (the properties of the secondary subject (source domain) are mapped onto the primary subject (target domain)) is a conceptual metaphor. The target domain in advertising is an item or service being promoted, while the source domain is an object whose properties are attributed to the item or the service being advertised.In the discourse of advertising metaphor is realised by verbal and non-verbal forms of communications: written language, spoken language, image, music, sound, gestures. If the target and source domains in a conceptual metaphor are expressed by means of one of the indicated forms, it is treated as a monomodal metaphor, whereas if they are expressed by more than one of them, it is regarded as a multimodal metaphor. Since in the case of pictorial metaphor one of the components is expressed verbally and the other – by means of an image, it is treated as one of the varieties of multimodal metaphor.In Lithuanian printed advertising, pictorial metaphor is used to express various concepts. In the article the following examples of conceptual metaphors are analysed: JUICE IS SUN, CAR IS ANIMAL, TILE ADHESIVE IS BINDWEED, VODKA IS A NATION/PERSON. The research has revealed that in a metaphor both the source and the target domain can be expressed using pictorial and verbal means and sometimes using both of them. As a result, both verbal and pictorial means are equally important in metaphor as their interaction makes an advertisement more persuasive and effective.
39
Onipede, Festus Moses. "Cure for weak manhood: A persuasive euphemism strategies in selected Nigerian herbal medicines advertisements." Brazilian Journal of Science 2, no. 10 (May 4, 2023): 13–35. http://dx.doi.org/10.14295/bjs.v2i10.370.
Full textAbstract:
The study examined herbal medicines advertising discourse as unique terms of depicting weak manhood euphemistically in order not to sound vulgar. Twelve advertisements (ads) served as the data of investigation. The data were taken from Facebook advertisements (both texts and images) and analyzed from the purviews of Barthesian denotative and connotative annotations, Halliday's transitivity concepts, and critical discourse analysis. This study aims to examine how weak manhood is portrayed, the ideology behind its portrayal, and the persuasive techniques used in the ads. The study revealed concealments in form of sexual satisfaction (e.g. next match, lasting gbola, bigga gbola, better something, leg shaking) and power/activeness (e.g. big carrot, strongest bamboo, Manpower, 45 mins, inner chamber, excellence in the other room, power to do more, and extra time/large). The study suggested that further researches to analyze from a multimodal perspective on how different visual and linguistic choices deployed in the herbal cure for weak manhood ads contribute to the euphemistic and persuasive import of taboo-related advertising. Again, however acceptable euphemistic expressions may be in certain context; they are considered too explicit, pinged with negative connotation and therefore create war among readers.
40
Yao, Le, and Dezheng (William) Feng. "Promoting filial piety through public service advertising: a multimodal discourse analysis approach." Chinese Semiotic Studies 18, no. 4 (November 1, 2022): 581–603. http://dx.doi.org/10.1515/css-2022-2081.
Full textAbstract:
Abstract Filial piety is a basic value in Chinese culture and has been a prominent theme in China’s televised public service advertisements (PSAs). This study takes a multimodal discourse analysis approach to study such PSAs promoting filial piety. We consider filial values as represented through characters’ emotions and attributes, which are realized by linguistic and visual resources on the one hand and shaped by the broader sociocultural context on the other. An explicit framework based on the attitude schema is developed to systemically describe the realization of social values in multimodal discourse. Analysis shows that filial values are mainly realized through verbal and visual representation of reciprocal love between the parent and the son/daughter, as well as filial behaviors of the latter. Our contextual analysis conceptualizes the filial piety PSAs as a form of discursive governance and finds that PSAs resort to two main persuasive strategies, namely emotionalization and moralization, which are results of media marketization and internationalization. We find that promoting filial piety serves China’s governance by addressing two needs of the authority: the practical need of supporting the elderly and the spiritual need of moral reconstruction and reinforcing cultural identity in contemporary China.
41
Sokolova, Natalia Vladimirovna. "Multimodal IT marketing discourse: An integrated approach investigation." Russian Journal of Linguistics 24, no. 2 (December 15, 2020): 366–85. http://dx.doi.org/10.22363/2687-0088-2020-24-2-366-385.
Full textAbstract:
Websites of software vendors feature verbal and nonverbal means providing for a number of parameters to be taken into account in order to gain more comprehensive insights into the range and interplay of the means in use. This paper investigates the multimodal website marketing discourse of Microsoft , Oracle, and SAP relying on an approach which makes use of multimodal critical discourse analysis, pragmatics, and text linguistics. The integrated framework allows for consideration of the discourse-generating intention of the locutionary source, the discourse function, verbal content categories and audio-visual techniques employed in the nonverbal discourse contributing to the global category of ideologeme consisting of key ideas and aimed at the locutionary target. The intention of such discourse is to persuade consumers to purchase IT solutions which is manifested in the persuasive function. The textual content has been investigated in terms of a set of categories such as: the theme, including IT terms; tonality, made explicit through positively charged words and imperative sentences; time and space, emphasizing time saving efforts to deal with challenges enterprise-wide. The findings are similar to those revealed in the verbal content of customer testimonial videos, with audio-visual techniques such as invigorating music, company settings, contrast colors, etc. being alike. It is of particular interest that the linguistic means in these three marketing discourses are different only when it comes to metaphorical expressions. The global ideologeme is made explicit by urging customers to optimize data and feel IT-powered performance benefits. It is conveyed through multiple antitheses such as data challenges vs. one solution, previously vs. now, old vs. new, and slowly vs. fast. The antitheses in the three marketing discourses are similar as are the typical manifestations of categories and audio-visual techniques which may encourage further research in terms of making the specific discourse of a company stand out to its customers.
42
Kustini, Siti, Didi Suherdi, and Bachrudin Musthafa. "BEYOND TRADITIONAL LITERACIES: A MULTIMODAL-BASED INSTRUCTION TO FOSTERING STUDENT DIGITAL LITERACY LEARNING." Jurnal Pendidikan Bahasa dan Sastra 20, no. 1 (June 30, 2020): 37–47. http://dx.doi.org/10.17509/bs_jpbsp.v20i1.25969.
Full textAbstract:
The fourth Industrial Revolution (IR 4.0) marked by artificial intelligence and cyber-physical systems has transformed the landscape of education including English literacy instruction. Some literacy educators claim that the success of students’ today as millennial kids (Gen-Zs) and future employees has been linked to digital literacy. This term is defined as the skills associated with using digital technology to enable users to locate, organize, understand, evaluate and create information and using those skills to solve problems in technology-rich environments. This study attempts to investigate the extent to which multimodal pedagogy helps improve students’ digital literacy skills in an English for Specific Purposes (ESP) setting in a vocational higher education. A theoretical multimodal semiotic approach along with multiliteracies pedagogy is served as the overarching guideline in the overall instructional procedures grounded specifically from the principles of learner-centeredness, constructivist learning, and social interaction. A qualitative case study approach was adopted to provide an in-depth explication and analysis of students’ literacy development. Data collection included classroom observations and students’ digital artefacts. In the course of the study, the students were engaged in the creation of two digital projects of different genres: digital information report in the form of text-image creation and digital persuasive talk in the form digital video production. The key findings of this study suggest that multimodal pedagogy is an effective instructional method for digital literacy learning in that several aspects of digital literacy had proven to be significantly improved.
43
Schubert, Christoph. "Multimodal cohesion in persuasive discourse: A case study of televised campaign advertisements in the 2020 US presidential election." Discourse, Context & Media 43 (October 2021): 100537. http://dx.doi.org/10.1016/j.dcm.2021.100537.
Full text
44
Crampton, Anne E. "A Literacy of Armed Love: Confrontation and Desire in Aesthetic and Critical Projects." Studies in Social Justice 13, no. 1 (March 21, 2019): 94–117. http://dx.doi.org/10.26522/ssj.v13i1.1914.
Full textAbstract:
The article argues that creative confrontations with damaging discourses as part of a critical literacy curriculum can be viewed as acts of love, for self and community. Using data from a multi-sited critical ethnography, the study considers the literacy productions of two focal students in diverse schools, a charter middle school and a large urban high school. Mediated discourse analysis of their work explores their aesthetic and critical literacy productions as refusals of oppressive discourses pressing against marginalized identities, and as expressions of desire for imagined, better realities. This research views such performances of multimodal creative resistance as an audacious literacy of desire, valuable as standards-meeting persuasive compositions, but also immeasurably valuable because of the emotional experience of the student producers, who were powerfully affected through the twin pleasures of resisting and imagining. This study illustrates how literacy projects might both inhabit and move forward Freire’s concept of armed love.
45
Mantovan, Lara. "E Pluribus Unum: The Detection of Political Persuasion Through Discourse Analysis." International Journal of Linguistics 12, no. 4 (July 7, 2020): 18. http://dx.doi.org/10.5296/ijl.v12i4.16859.
Full textAbstract:
Political discourse involves particular lexical choices, grammatical features, rhetorical devices, and nonverbal signals. Politicians often capitalize on them in order to influence recipients’ state of mind and persuade them to share their world image. Particular persuasive strategies are used as tools to deliberately manufacture mass consent. On their part, the addressees of political discourse are not often aware of the effects of these particular discourse features in terms of audience control.This paper aims at discussing discourse analysis as a diagnostic tool for the assessment of power relations and the transmission of ideological beliefs. In the spirit of Critical Discourse Analysis and in particular Fairclough’s (1989) ten-question model, the paper proposes a multimodal analysis of Barack Obama’s Victory Speech. The study reveals that the detection of political messages (in this case, the importance of national unity) is triggered by the presence of ideologically significant lexical elements, grammatical features, rhetorical techniques, and discourse markers that function as ideological cues. Their simultaneous distribution, together with specific non-verbal markers (i.e. eye gaze and baton signs). contributes to reinforcing the proposed ideological beliefs.
46
Harjumaa, Marja, Igone Idigoras, Minna Isomursu, and Ainara Garzo. "Expectations and user experience of a multimodal medicine management system for older users." Journal of Assistive Technologies 8, no. 2 (June 10, 2014): 51–63. http://dx.doi.org/10.1108/jat-10-2013-0031.
Full textAbstract:
Purpose – The purpose of this paper is to analyse the adoption of a multimodal medication management system (MMS) targeted on older people and home care professionals. The paper aims to describe the expectations of the system and the user experience findings from an empirical qualitative field trial. The field trial results are used to discuss how MMSs should be designed in order to improve adherence to medications. Design/methodology/approach – The paper suggests that building a multimodal medicine management system targeted on both older users and home care professionals brings many benefits over electronic medicine dispenser systems or general reminder systems. The research process uses an iterative prototyping approach including phases of requirements analysis and concept design, prototype building and evaluation in a field trial. Findings – The study demonstrates how a system that merely satisfied users during the prototype building phase does not necessarily succeed as well as expected in the field trials. It would be important to consider reasons for medication non-adherence and non-technology factors influencing willingness to adopt new assistive devices in order to promote diffusion of new MMSs at home. The paper also discusses how the different persuasive functionalities of the system addressed patient-centred factors influencing non-adherence and how they could be addressed. Research limitations/implications – This study has some limitations. The actual adherence to medications was not measured. However, in the future, it will be important to study how the MMSs influence medication adherence. Also, the user experiences of the home care professionals were not studied in the field trials. Home care professionals who were involved in the user studies and trials merely estimated the value for their patients and not for themselves. Originality/value – This paper analyses design issues relevant when designing systems to help older people manage their medications.
47
McGrath, Laura. "“That’s the Wonder of It”: Affective Dimensions of Visual Rhetoric for Biodiversity Conservation." "Res Rhetorica" 8, no. 2 (June 30, 2021): 82–96. http://dx.doi.org/10.29107/rr2021.2.5.
Full textAbstract:
In environmental communication, audience engagement is an essential prerequisite for achieving persuasive aims. This article responds to recent interest in visual storytelling and emotionalization – purposeful display and elicitation of emotions – as engagement techniques. A case study of the 2020 Global Biodiversity Festival – part online science festival, part fundraising event – provides evidence of how these techniques are employed in environmental communication for biodiversity conservation. Informed by scholarship on affect, emotion, visual rhetoric, and environmental communication, the case study analysis shows how visual representations of nature, mediated experiences of nature, and accompanying narration orient festival audiences toward specific ways of seeing and feeling that foreground emotional commitments and draw audiences into potentially transformative encounters. The visual rhetoric and affective dimensions of the festival’s website, virtual fi eld trips, and multimodal presentations focus attention, create moments of connection, and call audiences to action. The case study analysis also reveals how the festival, planned in response to the COVID-19 pandemic, treats this crisis as a kairotic moment for encouraging awareness, care, and pro-environmental behaviors.
48
Wollney, Easton, and Miglena Sternadori. "Feminine, Competent, Submissive: A Multimodal Analysis of Depictions of Women in U.S. Wartime Persuasive Messages During World War I and World War II." Visual Communication Quarterly 26, no. 1 (January 2, 2019): 3–21. http://dx.doi.org/10.1080/15551393.2018.1530600.
Full text
49
Joshi, Amrita. "Vedantic applications of augmented reality for strategic social marketing campaigns in India." Journal of Indian Business Research 10, no. 3 (August 20, 2018): 256–73. http://dx.doi.org/10.1108/jibr-10-2017-0189.
Full textAbstract:
Purpose Social outreach campaigns such as mainstream commercial marketing campaigns are drawn to digital communication practices for increased visibility, speed and recall. This paper aims to highlight the usefulness and application of augmented reality (AR) technologies and proposes a change-driven usage of the AR environments for social marketing. Design/methodology/approach Paradigmatic structural analysis is used to extract the underlying schematic forms. A multimodal analytic approach is used to propose the conceptual framework. Findings AR is defined vis-à-vis conceptualizations of reality and hyper-reality from the Vedantic philosophical texts and treatises. The study examines and demonstrates an earlier version of AR expression in ancient times in the use of spatio-temporal constructs and their degrees of modality. It derives a conceptual schema based on AR resonant applications in narratives from the Vedantic literature. Based on these, the study highlights the persuasive appeal and co-creative potential of these illustrative examples to recommend marketing communication strategies for social outreach campaigns. Research limitations/implications The analysis recognizes a conceptual bridge between human extra-sensory/transcendental ability and contemporary technology. This study identifies five propositional structures (PS). It opens up the field of social marketing research to alternative methodologies such as multimodal analysis. Practical implications While most of contemporary AR usage is in commercial marketing, this study has derived specific guiding principles/propositional structures. These can be applied to create specific virtual environments that can simulate and demonstrate desirable societal outcomes and behaviours. As newer technologies permit further and more futuristic design interventions, developers could experiment with transitional states to impact behaviours, with implications for experimental layering of information. Originality/value This study responds to a call for innovative design interventions in the field of social marketing. Its originality lies in its use of the Vedantic framework which has not been explored in this direction elsewhere.
50
GIABER, JAMAL MOHAMED, NOUR HAMMO, SAFA HRAIZ, DU’AA QADAN, RAHF ALNAMER, and SHAIKHA ALMAAMARI. "TRANSLATING HEADLINES IN PRINT BUSINESS ADVERTISEMENTS FROM ENGLISH INTO ARABIC IN UAE." Across Languages and Cultures 21, no. 1 (June 2020): 107–24. http://dx.doi.org/10.1556/084.2020.00006.
Full textAbstract:
Abstract:Business advertisements are multimodal consumer-oriented texts with persuasive functions. Advertisers create specific advertisements for marketing products/services in specific contexts. The headline in an advertisement is the main element as it attracts attention and summarizes the advertising message. Advertising relies on socio-cultural implications through visual and non-visual elements. When products/services are marketed in a new context with a different language, their advertisements are translated into that language. Because languages have different ways of encoding information, the success of a product/ service in a culturally different context depends on how its advertisement is translated. The structural and cultural differences between English and Arabic and the functional nature of headlines in English business advertisements seem to have direct bearing on how advertising headlines are rendered into Arabic. This study investigates the translation of advertising headlines from English into Arabic in the context of marketing products/services in UAE. The aim is to identify the techniques used in translating headlines and their implications for translation quality and to identify views of Arab customers over the acceptability of Arabic versions of advertising headlines. The study findings indicate that seven translation techniques are used and customers consider Arabic advertisements produced via function-oriented translation techniques more acceptable than translations produced via form-based techniques.