Mode, the hub of multimodality
A case study of Oral-B(R) Toothpaste advertising
Bibliographic Data
| ID | 4963149 |
|---|---|
| Authors | Taofeek O Dalamu (0000-0002-5494-4854, Anchor University Lagos, corresponding author) |
| Year | 2023 |
| Volume | 39 |
| Issue | 2 |
| Publication date | 2023-01-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | DELTA Documentação de Estudos em Lingüística Teórica e Aplicada (JOURNAL) |
| Journal identifiers | ISSN: 0102-4450 • E-ISSN: 1678-460X |
| Publisher | FapUNIFESP (SciELO) (PUBLISHER) |
| DOI | 10.1590/1678-460x202339253786 |
| OpenAlex | W4396572505 |
| SCIELO_PID | S0102-44502023000200417 |
| Language | EN |
| References cited | 23 |
This study investigates the nature of modal constructs in advertising commercial, operational in Oral-B(R) Toothpaste, to explain the mechanistic integration of modes, unified to generate holistic meaning. With the application of the mood system and kinesics concepts, the author is able to interpret the video for readers. Besides using statistical substances (tables and graphs) to explore the modes, one observes a fragmentation of structures of some linguistic items such as The answer?, Easy, still fresh and strong. Repetition is a concern, where the communicator deploys the generic You, your teeth, and your mouth for a reason of emphasis. Communicative devices such as strong and healthy, and long lasting fresh breath (feeling) are details, exemplifying the Oral-B's 2-IN-1 qualities. Gestural modes of smiling, observed in a repetitive speeches of Smile, Smile, Smile, and intimate and personal distances augment meanings as Social Actors 1 and 2 are indexical participants. Metaphorical professional actors and the dual 2-IN-1 features characterize the communication, projecting interchangeability. The advertisement is fascinating; yet, the metaphor of interchangeability could have been simplified for a purpose of sensitizing the illiterate
Advertising · Business · Mode (computer interface) · Multimodality · Operating system · Toothpaste · World Wide Web · Computer Science · Dentistry · Digital Communication and Language · Discourse Analysis in Language Studies · Medicine · Subtitles and Audiovisual Media
Introducing Social Semiotics
Visual and Multimodal Communication
Multimodality
Introducing Functional Grammar
Halliday's Introduction to Functional Grammar
Discourses in Place
Revitalizing Cultural Characteristics in Advertising in Nigeria Within a Sketch of Systemic Paradigm
Participation in Public and Social Media Interactions
Embodied meaning
The Routledge Handbook of Linguistics
New methods for studying visual communication and multimodal integration
What’s in a click? A social semiotic framework for the multimodal analysis of website interactivity
The Handbook of Visual Analysis
Handbook for Proxemic Research
Multimodal critical discourse analysis of the cinematic representation of women as social actors
When do gestures communicate? A meta-analysis
Halliday's Mood System
Multimodal Discourse Analysis
The Routledge Handbook of Multimodal Analysis
| Citation velocity | historical |
|---|---|
| Highly cited | No |