AAVV - The Multimodal Analysis of Television Commercials

The Multimodal Analysis of Television Commercials

The Multimodal Analysis of Television Commercials

BARRY PENNOCK-SPECK AND MARÍA MILAGROS DEL SAZ-RUBIO, EDS.

UNIVERSITAT DE VALÈNCIA

2013

ENGLISH IN THE WORLD SERIES

GENERAL EDITOR

Antonia Sánchez Macarro

Universitat de València, Spain

ADVISORY EDITORIAL BOARD

Professor Enrique Bernárdez

Universidad Complutense de Madrid, Spain

Professor Anne Burns

Macquarie University, Sydney, Australia

Professor Angela Downing

Universidad Complutense de Madrid, Spain

Dr Martin Hewings

University of Birmingham, Great Britain

Professor Ken Hyland

City University of Hong Kong, China

Professor James Lantolf

Penn State University, Pennsylvania, USA

Professor Michael McCarthy

University of Nottingham, Great Britain

Professor M.Teresa Turell

Universitat Pompeu Fabra, Barcelona, Spain

Professor Eija Ventola

University of Helsinki, Findland

© The authors © 2013 by the Universitat de València

Design and typeset: Celso Hdez. de la Figuera

Cover design by Pere Fuster ( Borràs i Talens Assessors SL )

ISBN : 978-84-370-9211-9

CONTENTS

Notes on Contributors

Preface

1Tv3 and the construction of a model of television advertising in Catalan

Germán Llorca-Abad

2Multimodal cueing of strategic irony

Lars Pynt Andersen

3How advertisers use sound and music to communicate specific ideas, attitudes and identities: a multimodal critical discourse approach

Gwen Bouvier, David Machin

4Multimodal narrativity in TV ads

María Ángeles Martínez Martínez, Blanca Kraljevic Mujic, Laura Hidalgo-Downing

5‘Above all’: The myth of ‘dreams’ as advertising tool.

Kay L. O’Halloran, Sabine Tan, Marissa K. L. E

6‘Hello Sunshine’ – A multimodal analysis of a Volkswagen television commercial

Sabine Wahl

7Is this the Italy we like? Multimodal argumentation in a Fiat Panda TV commercial

Andrea Rocci, Sabrina Mazzali-Lurati, Chiara Pollaroli

8Slogans in Spanish television commercials in three countries: a characterization of form, function and message

Karol J. Hardin

Notes on Contributors

LARS PYNT ANDERSENis an Associate Professor at Department of Marketing & Management, University of Southern Denmark. His PhD from Copenhagen Business School was on the genre evolution of Danish television advertising, but ended up being as much about irony in advertising as genre. He has published papers on the effects, genres and rhetorical appeals of advertising, but also on consumer culture such as the construction of the ‘tweens’ consumer and the vicarious consumption of mothers. He is currently working on the use of personification metaphor in corporate communication and on conceptions of ‘trialogic’ rhetoric in crisis communication.

GWEN BOUVIERis a Lecturer of Communication, Media and Cultural Studies at the University of Glamorgan, Cardiff, UK. She has taught courses across journalism, international media, national identity, and representation theory. Her research has focused on 9/11 and representation, discourse analysis, and social media and identity. Her recent publications include: ‘How Facebook users select identity categories for self presentation’ and ‘Breaking News: the First Hours of the BBC Coverage of 9/11 as a Media Event’

MARISSA K. L. Eis a Research Associate at the Multimodal Analysis Lab in the Interactive and Digital Media Institute (IDMI) at the National University of Singapore. Her interests lie in systemic functional linguistics, multimodal discourse analysis and their applications in analyzing the perpetuation and evolution of ideologies and culture. She has worked on inter-disciplinary projects involving the application of mathematical modelling techniques to the analysis of multimodal data and the development of interactive software for multimodal analysis for research and educational purposes.

KAROL HARDINis an Assistant Professor of Spanish at Baylor University. She holds a Ph.D. in Hispanic Linguistics from the University of Texas at Austin (1999). Her publications include a book entitled Pragmatics of Persuasive Discourse in Spanish Television Advertising and articles on medical Spanish, persuasion, complaints, and lying. Her current research interests include Spanish Pragmatics and Second Language Acquisition.

LAURA HIDALGO-DOWNINGis Senior Lecturer at Universidad Autónoma de Madrid. Her research interests include stylistics and poetics, discourse analysis, media discourse and persuasive discourse, among others. She is the author of Negation, Text Worlds and Discourse. The Pragmatics of Fiction (Ablex, 2000) and, together with Susan Cockroft, Robert Cokcroft and Craig Hamilton of Persuading People. An Introduction to Rhetoric (third revised edition, Palgrave MacMillan 2013). She is the coordinator of the Research group Language, creativity and identity (UAM). Departamento de Filología Inglesa, Universidad Autónoma de Madrid. Spain.

BLANCA KRALJEVIC-MUJICis a Senior Lecturer in the Department of Modern Languages at the Universidad Rey Juan Carlos, Madrid. Her research interests focus on multimodal metaphor and metonymy in advertising discourse. She is the author of “Linguistic and pictorial metonymy in advertising” (eds. Valenzuela et al.) (Peter Lang, 2009) and co-author with Laura Hidalgo Downing of “Multimodal metonymy and metaphor as complex discourse resources for creativity in ICT advertising discourse” ( Annual Review of Cognitive Linguistics , 2011).

GERMÁN LLORCA-ABADis a Lecturer in Corporate Public Relations and Advertising in the Language Theory and Communication Department of the University of Valencia, Spain. He is the author of several papers on the effects of digital communication in society and two essays on Modernity and Mass-Media. He gained his Ph.D. in 2007 with a thesis on cultural studies and has been an Invited Lecturer at the Universität des Saarlandes, Germany.

DAVID MACHINis Reader in Journalism at Brunel University, London. He has published widely in Critical Discourse Analysis and in Multimodality in recent books such as The Language of Crime and Deviance, Analysing Popular Music and Introduction to Multimodal Analysis and in over 70 journal papers and book chapters. He is co-editor of the peer reviewed journal Social Semiotics and sits on the editorial board of a range of other journals.

MARÍA ÁNGELES MARTÍNEZ MARTÍNEZis Assistant Professor in Discourse Analysis and Intercultural Communication in the English Language and Linguistics Department, Universidad Complutense de Madrid, Spain. Her research interests and publications are in the field of narrative discourse analysis and multimodality, with a special emphasis on receivers’ cognitive activity and cultural situatedness during narrative processing.

SABRINA MAZZALI-LURATIis a Lecturer of Rhetoric and Composition at the University of Lugano, Switzerland. She gained her Ph.D. in 2003 on multimedia application of literary texts from a semiotic approach. Her research interests are literature and hypermedia, semiotics, metaphor and multimodality, document design and composition, rhetoric and written communication. She is author of several papers on these topics.