Multimodal intertextuality and persuasion in advertising discourse

IF 2.1 2区 文学 Q2 COMMUNICATION Discourse & Communication Pub Date : 2023-05-12 DOI:10.1177/17504813231170579
Chunyan Xing, D. Feng
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引用次数: 1

Abstract

This paper provides an integrated social semiotic framework for analyzing intertextuality in multimodal advertising discourse. Following the distinction between manifest intertextuality and interdiscursivity, our model entails the three interrelated components of explicating what the intertextual sources are, how they are constructed with multimodal resources, and how they interact with the promotional discourse. Analysis of 30 popular video advertisements shows the fundamental role of character voices and different social semiotic activities in achieving the purpose of promoting products and services. Through intertextual devices, the advertisements construct multiple identities, including authoritative and peer ones, to evoke different reading positions. In particular, the identity of middle-class urbanites sharing their experiences and values with the audience is dominant. The intertextual devices achieve promotional, relational, and entertainment functions, and the promotional function is realized through sharing, recreating, expounding, and reporting activities, while the recommending activities only occupy a very small portion of the screen time of the advertisements. The framework of multimodal intertextuality provides a useful lens for explicating the complex meaning-making resources, their communicative functions, and hidden ideologies in advertising discourse, which can further provide new insight into the social reality.
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广告语篇中的多模态互文性与说服
本文为分析多模态广告语篇中的互文性提供了一个完整的社会符号学框架。在明确互文性和话语间性的区别之后,我们的模型需要三个相互关联的组成部分来解释互文来源是什么,它们是如何用多模态资源构建的,以及它们如何与促进话语相互作用。通过对30个热门视频广告的分析,可以看出人物声音和不同的社会符号学活动在达到宣传产品和服务的目的中所起的根本作用。广告通过互文手段,建构了多重身份,包括权威身份和同伴身份,唤起不同的阅读立场。尤其是与观众分享自己的经历和价值观的中产阶级城市人的身份占主导地位。互文装置实现了宣传、关系、娱乐功能,宣传功能是通过分享、再创造、阐述、报道活动来实现的,而推荐活动只占广告屏幕时间的很小一部分。多模态互文性框架为阐释广告语篇中复杂的意义制造资源及其交际功能和隐藏的意识形态提供了一个有益的视角,可以进一步提供对社会现实的新认识。
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来源期刊
Discourse & Communication
Discourse & Communication COMMUNICATION-
CiteScore
3.30
自引率
5.30%
发文量
41
期刊介绍: Discourse & Communication is an international, peer-reviewed journal that publishes articles that pay specific attention to the qualitative, discourse analytical approach to issues in communication research. Besides the classical social scientific methods in communication research, such as content analysis and frame analysis, a more explicit study of the structures of discourse (text, talk, images or multimedia messages) allows unprecedented empirical insights into the many phenomena of communication. Since contemporary discourse study is not limited to the account of "texts" or "conversation" alone, but has extended its field to the study of the cognitive, interactional, social, cultural.
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