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

Gwen Bouvier, D. Machin

Allbwn ymchwil: Pennod mewn Llyfr/Adroddiad/Trafodion CynhadleddPennodadolygiad gan gymheiriaid

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In this chapter we analyse the 2012 Peugeot car advert called 'Motion and Emotion'. Drawing on a social semiotic perspective we are interested in systematically analysing the semiotic choices in sound found in the advert to reveal what kinds of ideas, attitude and identities it communicates. The aim of advertising is to load products with ideas, values and identities in order to make them desirable. Drawing on the principles of social semiotics allows us to more carefully point out what these ideas, values and identities are. Work in this field has tended to produce analysis that describes the 'effects' of the sound in music, for example, 'it creates a romantic mood', rather than documenting the precise semiotic choices used. The chapter suggests that this advertisement is one further step away from documenting products towards symbolising them, and towards symbolising the relationships we should have with them. This finding ties in to the idea that with increasing frequency we are seeing changes in the kinds of images that are used in the mass media, which evidence of a shift away from documenting reality towards symbolising it.
Iaith wreiddiolSaesneg
TeitlThe Multimodal Analysis of Television Advertising
StatwsCyhoeddwyd - 1 Ion 2012

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