A multimodal literary analysis of a television commercial
Literature and advertisements are analogous in the way they mimic the surrounding culture, art and practices and in their ability to elicit various emotional responses in people. Over the years, literature has had a great influence in advertisements and much of advertisement content has used poeti...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Pusat Pengajian Bahasa dan Linguistik, FSSK, UKM
2015
|
| Online Access: | http://journalarticle.ukm.my/9075/1/9805-27903-1-PB.pdf http://journalarticle.ukm.my/9075/ http://ejournal.ukm.my/3l |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | Literature and advertisements are analogous in the way they mimic the surrounding culture, art and practices
and in their ability to elicit various emotional responses in people. Over the years, literature has had a great
influence in advertisements and much of advertisement content has used poetic verses, prose forms and
dramatic elements. Television commercials largely draw inspiration from drama in the construction of the
advertisers’ messages. As a multimodal text, a television commercial (TVC) utilises multiple modes of meaning
to employ literary elements in its content. Based on the view of TVCs as literary texts, this paper examines the
literary elements of setting and character in a TVC through multimodal analysis. The multimodal elements that
construct setting and character in a corporate TVC are identified and analysed. In line with multimodal
analysis, the meanings of the modes are discussed by taking into account the socio-cultural context in which the
TVC is produced and viewed. In doing so, the significant role of setting and character in meaning making of a
TVC is revealed. This paper demonstrates the application of the multimodal approach to analysis of literary
elements in a TVC and subsequently contributes to developing and promoting applications of multimodal
analytical approaches in literary studies. |
|---|