A multimodal analysis of a Japanese TV commercial
A case study of ethnopoetic texts and beyond
Bibliographic Data
| ID | 21200932 |
|---|---|
| Authors | Kuniyoshi Kataoka (0000-0003-3942-5332, Aichi University, corresponding author) |
| Year | 2025 |
| Volume | 16 |
| Issue | 4 |
| Pages | 471-493 |
| Publication date | 2025-08-08 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Pragmatics and Society (JOURNAL) |
| Journal identifiers | ISSN: 1878-9714 • E-ISSN: 1878-9722 |
| Publisher | John Benjamins Publishing Company (PUBLISHER • NL) |
| DOI | 10.1075/ps.22038.kat |
| OpenAlex | W4411572189 |
| Language | EN |
| References cited | 30 |
By examining a popular Japanese TV commercial as an archetypal example of discursive practice, this paper shows that quotidian discourse is poetically organized and achieved through multimodally accumulated preferences in order to maximize appeal for anticipated recipients. Building on this assumption, a linguistic anthropological approach, called ‘ethnopoetics’, is adopted and modified to elucidate the cultural norms and assumptions embedded in layered ‘texts’. Specifically, focus is given to verbal, visual, aural, and somatic elements in the commercial, and an attempt is made to elucidate the multi-layered coordination of these semiotic resources, which eventually evokes an underlying social configuration, called ‘interactional text’
Categorization, perception, and language · Computer Science · Language, Discourse, Communication Strategies · Language, Metaphor, and Cognition
Space in Language and Cognition
Gesture and Thought
Gesture Visible Action as Utterance
The Spoken Word and the Work of Interpretation
Metapragmatic discourse and metapragmatic function
The Logic of Practice
On the Pragmatic Poetry of Pose
Towards a dialogic syntax
Units in the production of narrative discourse
Symposium of the Whole
Nexus Analysis
Toward multimodal ethnopoetics
Two styles of narrative construction and their linguistic and educational implications
Language and Social Relations
Applied ethnopoetics
A multi-modal ethnopoetic analysis (Part 1)
A multi-modal ethnopoetic analysis (Part 2)
Text And Textuality
Haikuas a discourse regulation device
I only listen to one person at a time
Creatures of Politics
In vain I tried to tell you
Poetics and Performances as Critical Perspectives on Language and Social Life
Poetics of Praise and Image-Texts of Cinematic Encompassment
Ethnographic Monitoring
"Cultural" Concepts and the Language-Culture Nexus
Discourse Strategies
| Citation velocity | historical |
|---|---|
| Highly cited | No |