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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...

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Main Authors: Melissa Shamini Periasamy,, Gruba, Paul, Ganakumaran Subramaniam,
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
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spelling my-ukm.journal.90752016-12-14T06:48:54Z http://journalarticle.ukm.my/9075/ A multimodal literary analysis of a television commercial Melissa Shamini Periasamy, Gruba, Paul Ganakumaran Subramaniam, 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. Pusat Pengajian Bahasa dan Linguistik, FSSK, UKM 2015 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/9075/1/9805-27903-1-PB.pdf Melissa Shamini Periasamy, and Gruba, Paul and Ganakumaran Subramaniam, (2015) A multimodal literary analysis of a television commercial. 3L; Language,Linguistics and Literature,The Southeast Asian Journal of English Language Studies., 21 (3). pp. 151-164. ISSN 0128-5157 http://ejournal.ukm.my/3l
institution Universiti Kebangsaan Malaysia
building Perpustakaan Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description 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.
format Article
author Melissa Shamini Periasamy,
Gruba, Paul
Ganakumaran Subramaniam,
spellingShingle Melissa Shamini Periasamy,
Gruba, Paul
Ganakumaran Subramaniam,
A multimodal literary analysis of a television commercial
author_facet Melissa Shamini Periasamy,
Gruba, Paul
Ganakumaran Subramaniam,
author_sort Melissa Shamini Periasamy,
title A multimodal literary analysis of a television commercial
title_short A multimodal literary analysis of a television commercial
title_full A multimodal literary analysis of a television commercial
title_fullStr A multimodal literary analysis of a television commercial
title_full_unstemmed A multimodal literary analysis of a television commercial
title_sort multimodal literary analysis of a television commercial
publisher Pusat Pengajian Bahasa dan Linguistik, FSSK, UKM
publishDate 2015
url http://journalarticle.ukm.my/9075/1/9805-27903-1-PB.pdf
http://journalarticle.ukm.my/9075/
http://ejournal.ukm.my/3l
_version_ 1643737675381866496
score 13.211869

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