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282221

A Multimodal Semiotic Analysis of Digital Advertisements

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Last updated: 04 Jan 2025

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Abstract

Advertising has progressed into a multi-assisted communication. More specifically, digital advertising has undergone great transformations. It is mainly based on various modes for achieving successful promotion. Using multimodality is one of its dominant characteristics. Advertisements make use of different kinds multimodal semiotic modes: that is, audio-visual, written, spatial…,etc. Therefore, this paper applied a multimodal semiotic approach to analyze eight commercial and non-commercial digital advertisements. Kress and Van Leeuwan's (1996) and Kress's (2006) model for interpreting visual signs was used to show how visual and verbal signs are interrelated with each other to make meaning. The three meta-functions of representational, interactional and compositional meaning helped the researcher understand the meaning conveyed through different semiotic modes combined with verbal elements in context. Each semiotic element in context is meaningful and enhances the persuasiveness and attractiveness of the image. It was concluded that the integration of both linguistic and semiotic elements in these visuals (i.e. digital ads) was of great asset in the meaning-making process.

DOI

10.21608/opde.2022.282221

Keywords

Digital Advertising, multimodality, semiotics, commercial, and Non-Commercial Advertising

Authors

First Name

Samah Ahmed

Last Name

Ibrahim

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Volume

80

Article Issue

1

Related Issue

39178

Issue Date

2022-10-01

Receive Date

2023-01-25

Publish Date

2022-10-01

Page Start

343

Page End

366

Print ISSN

1110-2721

Online ISSN

2735-3591

Link

https://opde.journals.ekb.eg/article_282221.html

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https://opde.journals.ekb.eg/service?article_code=282221

Order

13

Type

Original Article

Type Code

1,140

Publication Type

Journal

Publication Title

CDELT Occasional Papers in the Development of English Education

Publication Link

https://opde.journals.ekb.eg/

MainTitle

A Multimodal Semiotic Analysis of Digital Advertisements

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Article

Created At

25 Dec 2024