Multimodal Language In Advertising

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Modern technological advancements have led to great innovations in language use in multimodal discourses. Innovation is one way of transforming the resources of an enterprise through the creativity of people into new resources and wealth. Language in television advertisements uses verbal and visual modes of signification to craft their discourses and it is a rich site from which to observe the creative application of multimodality. This poses challenges to viewers because in multimodal discourses, viewers are faced with the changing phenomenon in which language per se is being displaced by sound and image, taking over tasks associated with the role of language. It is this synergy across semiotic modalities that we analyze in one Always sanitary…show more content…
Participants speak and act with a view to convincing television viewers to take up the advertisement message and buy the advertised products. They are the ones who present the advertisement narrative through their actions and speeches (Kress and van Leeuwen, 1996). Where the viewer is addressed directly, he/she becomes the goal of the discourse. In this particular advert, multiple roles are crafted for the viewer as the advert message is directed at him/her yet at the same time he/she is manipulated into an active participant who watches the actions, reads the graphics and sings along with the girls in the unfolding discourse.
The use of young girls as the main participants in this advert is effective as children are agreeable to most viewers since they represent innocence and hope for a bright future. This is in line with the message of the song which promotes hygienic lifestyles for the female folk. Strategic marketing is applied here in that, by targeting young girls, the advertiser hopes to capture consumers in their formative years who will use Always throughout their youth and into adult life. This in essence creates a conducive environment for entrenching consumer
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A major component influencing audience responses is background music accompanying commercials (Alpert and Alpert, 1989). Audience moods and purchase intentions may be affected by background music without necessarily affecting intervening cognitions. Music in advertising means integrating music in electronic media discourses in order to enhance its success. Music provides different characteristics which makes it especially interesting for usage in advertisements (Alpert and Alpert, 1989). Music is an important accompaniment that blends with the speech and action to create the innovative language of multimodal discourses of television advertisements. Music is used for entertainment, information and to capture viewers’

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