Cross-media communication in advertising
Exploring multimodal connections between television commercials and websites
Bibliographic Data
| ID | 12700558 |
|---|---|
| Authors | Iben Bredahl Jessen (0000-0002-3135-566X, Aalborg University, corresponding author), Nicolai Jørgensgaard Graakjær (0000-0003-0655-8032, Aalborg University) |
| Year | 2013 |
| Volume | 12 |
| Issue | 4 |
| Pages | 437-458 |
| Publication date | 2013-11-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Visual Communication (JOURNAL) |
| Journal identifiers | ISSN: 1470-3572 • E-ISSN: 1741-3214 |
| Publisher | SAGE Publishing (PUBLISHER • US) |
| DOI | 10.1177/1470357213497665 |
| OpenAlex | W2000499427 |
| Language | EN |
| Citations received | 1 |
| References cited | 15 |
The aim of this article is to advance current understandings of cross-media communication in advertising. The study is based on a sample of 80 television commercials and their announced websites, and the article is inspired by recent studies of cross-media advertising effectiveness as well as semiotic perspectives on multimodal analysis. The authors present three dimensions to be considered when examining multimodal connections between television commercials and websites: announcements, participants and address strategy. These dimensions are brought together in an analytical framework that can serve as inspiration for further research on cross-media communication in advertising and possibly in other types of communication
Advertising · Business · Linguistics · Mass communication · Mass media · Multimedia · Multimodality · Semiotics · Television advertising · World Wide Web · Computer Science · Digital Communication and Language · Digital Marketing and Social Media · Marketing and Advertising Strategies
| Unique citing works | 1 |
|---|---|
| Citations per year | 0,17 |
| Citation span | 2020 - 2020 (1) |
| Citation velocity | historical |
| Highly cited | No |
| Citation types | Neutral: 1 |