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Journal articles on the topic 'Persuasive Multimodal'

Author: Grafiati

Published: 22 June 2023

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1

Valeiras-Jurado, Julia. "Multimodal persuasive strategies in product pitches." Text & Talk 41, no. 4 (2021): 561–84. http://dx.doi.org/10.1515/text-2019-0254.

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Abstract The product pitch is a widespread genre within business communication and is used to introduce a product in the market. Product pitches are meant to convince an audience of the value of the product they introduce. Because they are subjected to strict time constraints, these presentations need to be particularly effective in their persuasive efforts, and speakers need to make the best use of all the semiotic resources they have at their disposal to efficiently convey their message. Researchers and practitioners with first-hand experience in this genre agree that it is inherently persua

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Valeiras-Jurado, Julia, and Noelia Ruiz-Madrid. "Multimodal enactment of characters in conference presentations." Discourse Studies 21, no. 5 (2019): 561–83. http://dx.doi.org/10.1177/1461445619846703.

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In academic oral genres such as conference presentations, speakers resort to more than words to convey meaning. Research also suggests that persuasion, an important element of the communicative purpose of conference presentations, is frequently achieved through a combination of semiotic modes. Therefore, a skilful orchestration of these modes can be considered key to achieving effective communication in this genre. However, our understanding of persuasion has often focused on specific elements of the message considered in isolation and mainly from the linguistic perspective. Relatively little

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Rach, Niklas, Klaus Weber, Yuchi Yang, Stefan Ultes, Elisabeth André, and Wolfgang Minker. "EVA 2.0: Emotional and rational multimodal argumentation between virtual agents." it - Information Technology 63, no. 1 (2021): 17–30. http://dx.doi.org/10.1515/itit-2020-0050.

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Abstract Persuasive argumentation depends on multiple aspects, which include not only the content of the individual arguments, but also the way they are presented. The presentation of arguments is crucial – in particular in the context of dialogical argumentation. However, the effects of different discussion styles on the listener are hard to isolate in human dialogues. In order to demonstrate and investigate various styles of argumentation, we propose a multi-agent system in which different aspects of persuasion can be modelled and investigated separately. Our system utilizes argument structu

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Pfurtscheller, Daniel. "Persuasives Handeln: objektbezogen, multimodal, massenmedial. Gebrauch der „Taferln“ in österreichischen TV-Wahldebatten." Studia Linguistica 35 (March 29, 2017): 37–66. http://dx.doi.org/10.19195/0137-1169.35.3.

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Object-related and multimodal forms of persuasion. The case of “Taferln” small cardboard signs in Austrian TV election debatesAustrian TV debates are held as roundtable talks with little formal rules, in particular the use of documents and objects brought along is not prohibited. This paper deals with the persuasive use and situated history of “Taferln” small cardboard signs during the 15 one-on-one encounters produced live by the Austrian public service broadcaster ORF before the general election in 2013. The video data were coded in terms of object use, relevant sections further transcribed

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Vereijken, Beatrix, and H. T. A. (John) Whiting. "“The assumption of separate senses”: Pervasive? Perhaps – Persuasive? Hardly!" Behavioral and Brain Sciences 24, no. 2 (2001): 242–43. http://dx.doi.org/10.1017/s0140525x01533944.

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We show that Stoffregen & Bardy's arguments against the assumption of separately functioning senses have more historical antecedents than they give credit for, and that multimodal functioning – primitive in perceptual and brain development – does not require this assumption. What is needed is evidence that biological organisms are indeed detecting and acting upon information in a multimodal (or global) array.

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Valeiras‐Jurado, Julia. "Genre‐specific persuasion in oral presentations: Adaptation to the audience through multimodal persuasive strategies." International Journal of Applied Linguistics 30, no. 2 (2020): 293–312. http://dx.doi.org/10.1111/ijal.12284.

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Casquero, Daniel, Andrés Monzon, Marta García, and Oscar Martínez. "Key Elements of Mobility Apps for Improving Urban Travel Patterns: A Literature Review." Future Transportation 2, no. 1 (2022): 1–23. http://dx.doi.org/10.3390/futuretransp2010001.

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In recent decades cities have applied a number of policy measures aimed at reducing car use and increasing public transportation (PT) patronage. Persuasive strategies to change mobility behavior present notable limitations in economic and logistical terms and have only minor impacts. The smartphone has emerged as a promising tool to overcome these challenges, as it can host persuasion strategies through mobility apps. Simultaneously, Mobility-as-a-Service (MaaS) schemes could open up new possibilities for addressing both sustainability goals and the needs of urban travelers. This paper carries

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Kiili, Carita, Blaine E. Smith, Eija Räikkönen, and Miika Marttunen. "Students’ Interpretations of a Persuasive Multimodal Video About Vaccines." Journal of Literacy Research 53, no. 2 (2021): 196–218. http://dx.doi.org/10.1177/1086296x211009296.

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The present study investigated students’ ( N = 404) interpretations of the main message and use of modes in a persuasive multimodal video on vaccines. It also examined whether students’ topic knowledge, language arts grades, and self-identified gender were associated with their interpretations. Students analyzed a YouTube video in which two entertainers demonstrated the importance of vaccinating children. Students’ interpretations of the usefulness of vaccines varied in terms of quality of reasoning, which was associated with students’ topic knowledge. Notably, many students’ interpretations o

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Guerini, Marco, Oliviero Stock, and Massimo Zancanaro. "A TAXONOMY OF STRATEGIES FOR MULTIMODAL PERSUASIVE MESSAGE GENERATION." Applied Artificial Intelligence 21, no. 2 (2007): 99–136. http://dx.doi.org/10.1080/08839510601117169.

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Vieira, Mauriceia Silva de Paula, and Paula Silva Abreu. "Letramento multimodal e argumentação: análise de estratégias persuasivas no anúncio publicitário / Multimodal literacy and argumentation: analysis of persuasive strategies in advertisement." Texto Livre: Linguagem e Tecnologia 10, no. 2 (2017): 271–90. http://dx.doi.org/10.17851/1983-3652.10.2.271-290.

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RESUMO: Este artigo analisa anúncios publicitários veiculados no YouTube, com vistas a compreender como os diferentes recursos semióticos contribuem para que o anúncio possa significar mais e atingir o público-alvo. Para isso, foram selecionados três anúncios publicitários, veiculados em vídeo, a fim de que fosse feita uma análise dos recursos presentes, a partir da abordagem da Gramática do Design Visual, uma das vertentes da semiótica social. As análises, de cunho descritivo e qualitativo, evidenciam que as funções composicional, interativa e representacional encontram-se articuladas no gêne

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Wulan Sari, Venti. "A Multimodal Discourse Analysis in Pantene Advertisement." International Journal of Linguistics, Literature and Translation 4, no. 10 (2021): 21–30. http://dx.doi.org/10.32996/ijllt.2021.4.10.4.

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Advertisement is a persuasive media aimed at persuading and influencing the public. Every day, the advertisement can be found anywhere, such as in a newspaper, television, radio, and also magazine. Pantene is a shampoo product that is very famous especially among women. Its advertisement can be found almost in every media. In this research, the researcher aims to investigate how Pantene Indonesian ads verbally and visually represent the image of women with beautiful strong hair and the ads’ differences by means of Halliday’s transitivity system (2014) and Kress and van Leeuwen’s (2006) point o

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Seizov, Ognyan. "Communicative and Persuasive Strategies in the Bulgarian Parliamentary Elections 2014." International Journal of E-Politics 6, no. 2 (2015): 43–68. http://dx.doi.org/10.4018/ijep.2015040104.

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The field of political communication has long cast its eye on the Internet and beyond its traditional US-American focus. Nevertheless, research into the Web's full palette of expression means as well as across a wider, non-Western territory, remains modest. This paper analyzes how five major Bulgarian political parties presented themselves on the Web in one of the most heated and controversial elections since the fall of the totalitarian regime in 1989/1990. To shine a light on Bulgarian political communication, the paper takes the October 2014 parliamentary election campaign in Bulgaria, whic

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Leão, Wellington Carvalho de Arêa, Paula Fabiana Melo Cardoso Martins, and Francisco Wellington Borges Gomes. "COMPOSIÇÃO MULTIMODAL EM ANÚNCIOS PUBLICITÁRIOS DA REVISTA ESPAÇO NATURA: PERCEPÇÕES SEGUNDO A GRAMÁTICA DO DESIGN VISUAL." EntreLetras 13, no. 1 (2022): 396–413. http://dx.doi.org/10.20873/uft2179-3948.2022v13n1p396-413.

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Advertising campaigns are closely linked to elements that capture the consumer's attention by using symbols, drawings, photos, and colors in a purposeful combination of image constituents. Therefore, the textual genre advertisement associates several modules for the achievement of its communicative purpose. In this perspective, this study proved that the construction of the visual texts of the advertisements of the magazine Revista Espaço Natura maintains a logical and analyzable construction from the perspective of the Grammar of Visual Design (GDV), in order to persuade the consumer to purch

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TARASOVA, OLESYA N. "PECULIARITIES OF PERSUASIVE STRATEGY REALIZATION IN BRITISH POLITICAL DISCOURSE: MULTIMODAL APPROACH." HUMANITARIAN RESEARCHES 73, no. 1 (2020): 51–55. http://dx.doi.org/10.21672/1818-4936-2020-73-1-051-055.

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Lu, Yingdan, and Cuihua (Cindy) Shen. "Unpacking Multimodal Fact-Checking: Features and Engagement of Fact-Checking Videos on Chinese TikTok (Douyin)." Social Media + Society 9, no. 1 (2023): 205630512211504. http://dx.doi.org/10.1177/20563051221150406.

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As fact-checking videos increasingly circulate on video-sharing platforms, more research is needed to understand the prevalent features of such videos and how they are associated with audience engagement. Drawing from the literature on fact-checking, communication, marketing, and computer science, we identified eight audiovisual features as well as seven persuasive strategies that are most relevant to fact-checking videos. Using a hybrid video analysis framework combining both automated and manual content analysis, we examined 4,309 fact-checking videos on Douyin, the Chinese version of TikTok

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ALOUSQUE, ISABEL NEGRO. "Verbo-pictorial metaphor in French advertising." Journal of French Language Studies 24, no. 2 (2013): 155–80. http://dx.doi.org/10.1017/s0959269513000045.

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ABSTRACTIn the last thirty years the development of the Cognitive Metaphor Theory (e.g. Lakoff, 1987, 2006; Lakoff and Johnson, 1999) has led to vast research into metaphor. The study of linguistic metaphor was followed by a body of work into pictorial metaphor (Forceville, 1994, 1996) and multimodal metaphor (Forceville, 2007, 2008, 2009). In the present contribution we explore the use of verbo-pictorial metaphors in advertising through a corpus of French print ads. Starting from the claim that adverts serve a persuasive purpose, it will be argued that multimodal metaphor contributes to that

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Wildfeuer, Janina, and Chiara Pollaroli. "When context changes." International Review of Pragmatics 10, no. 2 (2018): 179–97. http://dx.doi.org/10.1163/18773109-01002003.

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Abstract This paper highlights the notion of dynamic context as an indispensable pragmatic aspect of multimodal argumentation and exemplifies a context-based approach to multimodal arguments with an analysis of the Mophie 2015 Super Bowl commercial. Whereas in dynamic semantics and verbal discourse analysis the notion of dynamic context and its context change potential are significant patterns for the analysis, argumentation theorists have not yet fully included these patterns in their discussions. The paper argues that multimodal argumentative genres such as commercials and movie trailers oft

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Anderson, Kate T., Olivia G. Stewart, and Dani Kachorsky. "Seeing Academically Marginalized Students’ Multimodal Designs From a Position of Strength." Written Communication 34, no. 2 (2017): 104–34. http://dx.doi.org/10.1177/0741088317699897.

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This article examines multimodal texts created by a cohort of academically marginalized secondary school students in Singapore as part of a language arts unit on persuasive composition. Using an interpretivist qualitative approach, we examine students’ multimodal designs to highlight opportunities taken up for expanding literacy practices traditionally not available to lower tracked students. Findings examine the authorial stances and rhetorical force that students enacted in their multimodal designs, despite lack of regular opportunities to author complex texts and a schooling history of low

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Koltsova, Elena A., and Faina I. Kartashkova. "Digital Communication and Multimodal Features: Functioning of Emoji in Interpersonal Communication." RUDN Journal of Language Studies, Semiotics and Semantics 13, no. 3 (2022): 769–83. http://dx.doi.org/10.22363/2313-2299-2022-13-3-769-783.

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Technical advances and digital means of communication have led to the development of digital semiotics which is characterised by its multimodality and abounds in paralinguistic elements such as emojis, emoticons, memes, etc. These extralinguistic elements serve as a compensatory mechanism in the new communication means. The increasing interest of users in various iconic signs and symbols generates the research interest in different fields of knowledge. The study aims to consider cognitive, semiotic and psycholinguistic features of emojis in interpersonal communication through analysing their f

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Juliana, Juliana, and Santi Arafah. "THE MULTIMODAL ANALYSIS OF ADVERTISING TAGLINE "TOLAK ANGIN SIDOMUNCUL” THROUGH SYSTEMIC FUNCTIONAL LINGUISTICS APPROACH." Journal MELT (Medium for English Language Teaching) 3, no. 2 (2018): 160. http://dx.doi.org/10.22303/melt.3.2.2018.127-137.

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Tagline is one way to attract the customer attention to remember the products with the catch-up phrase. An ad tagline can create a new image of its brand and also provide a persuasive effect that affects the audience behavior. The effectiveness of an advertisement is very important to analyze. This research uses qualitative methods to analyze the use of multimodal linguistics in looking at the effectiveness of Tolak Angin Sidomuncul ad. Mutlitodal elements are analyzed in Tolak Angin Sidomuncul ad applying systemic functional linguistics (SFL) in analyzing the multimodal elements such as lingu

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Wu, Ting. "Reasoning and Appraisal in Multimodal Argumentation." Chinese Semiotic Studies 16, no. 3 (2020): 419–38. http://dx.doi.org/10.1515/css-2020-0023.

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AbstractThe development of new media enlarges the repertoire of semantic resources in creating a discourse. Apart from language, visual and sound symbols can all become semantic sources, and a synergy of different modality and symbols can be used to complete argumentative reasoning and evaluation. In the framework of multimodal argumentation and appraisal theory, this study conducted quantitative and multimodal discourse analysis on a new media discourse Building a community of shared future for humankind and found that visual symbols can independently fulfill both reasoning and evaluation in

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Isti'anah, Arina, and Anindita Dewangga Puri. "NATURE IN INDONESIAN TOURISM: A MULTIMODAL DISCOURSE ANALYSIS." Widyaparwa 50, no. 2 (2022): 319–31. http://dx.doi.org/10.26499/wdprw.v50i2.1159.

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In tourism promotion, nature has been considered a key factor in persuading tourists to visit. Nature has been studied by many researchers using linguistic analysis, such as metaphor and rhetorical devices, to attach it to beauty and paradise. However, tourism promotion in social media now also requires multimodal modes to communicate with readers. The choice of shot strategies, frame size, and eye level in the visual source are powerful features to position readers in virtual communication. Therefore, this paper addresses multimodal strategies to present Indonesian nature in the tourism websi

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Matoesian, Gregory, and Kristin Gilbert. "Multifunctionality of hand gestures and material conduct during closing argument." Gesture 15, no. 1 (2016): 79–114. http://dx.doi.org/10.1075/gest.15.1.04mat.

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Closing argument represents the most crucial part of the adversarial system of justice. For attorneys, it provides an opportunity to showcase their persuasive skills through the full range of semiotic resources at their disposal. While studies of legal discourse have examined speech performance, few studies, if any, have analyzed how speech integrates with gesture and material conduct in the production of persuasive oratory. This work demonstrates the role of multimodal and material action in concert with speech and how an attorney employs hand movements, material objects, and speech to reinfo

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Feng, Dezheng, and Peter Wignell. "Intertextual voices and engagement in TV advertisements." Visual Communication 10, no. 4 (2011): 565–88. http://dx.doi.org/10.1177/1470357211415788.

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By analysing multimodal TV advertisements, this study aims to show how intertextual voices are exploited in advertising discourse to enhance persuasive power. Taking as their point of departure the assumption that all discourses are intertextual recontextualizations of social practice that draw on external voices from both specific discourses and discursive conventions, the authors identify two types of intertextual voice in TV advertisements: character and discursive voice. This article illustrates the multimodal construction of voices and demonstrates that the choice of voices is closely rel

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Tang, Ping, Kelin Quan, and Jianbin Zhu. "The Construction of China’s Images through Multimodal Metaphor: A Case Study of China-related BBC Documentaries." Theory and Practice in Language Studies 10, no. 9 (2020): 1044. http://dx.doi.org/10.17507/tpls.1009.05.

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Complementing three theoretical frameworks, conceptual metaphor theory (Lakoff and Johnson 1980) and critical metaphor analysis (Charteris-Black 2004; Musolff 2006, 2016) and multimodality from a cognitive viewpoint (Forceville and Urios-Aparisi 2009; Perez-Sobrina 2017), this study addresses the topic of China’s images unfolded in six BBC documentaries that are related to Chinese economy, social life, education, history, folklore, and cuisine respectively. This paper analyzes in detail how the theme metaphors are manifested multimodally through verbal, visual and aural modes and sub-modes wit

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Budenkova, Valeriya E., Elena N. Savelieva, and Olesia V. Knasuk. "Multimodal text as a means of political identification: an analysis of the Russian blogosphere." Slovo.ru: Baltic accent 14, no. 2 (2023): 115–38. http://dx.doi.org/10.5922/2225-5346-2023-2-7.

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This article explores the phenomenon of online political activism, specifically political blogging, from the perspective of the author's concept of prosumer activity. It focuses on the multimodal texts of websites that convey political messages using a range of semiotic codes. The study aims to demonstrate how the political identity of the addresser is encoded and expressed in the information product. The analysis results in a typology of multimodal texts, classified into three types based on their political identity and intended purpose. The first type comprises blogs that have a clear ideolo

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Tebourski, Ines. "POETRY/MUSIC INTERFACE IN “LONDON:” TOWARDS A MULTIMODAL SEMIOTIC READING." Journal of English Language and Literature 09, no. 01 (2022): 99–108. http://dx.doi.org/10.54513/joell.2022.9112.

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This paper entitled “Poetry/ Music Interface in “London:” Towards a Multimodal Semiotic Reading” aims at examining the way William Blake’s London was “re- written” by being both adopted and adapted for an animated song in 2008. It seeks to show first, that the traditional readings of Blake’s Works which analysed his poetry and visual art separately have failed to articulate their ontological dimensions and did not come to terms with the energetics of Blake’s oeuvre that consists mainly of creating parallel universes. The paper, later, focuses on the interface between the words, the image and t

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Paralita, Isti Uga. "Pesan Persuasi Idola Korea Pada Konten Instagram Brand Skincare." Jurnal Komunikasi Nusantara 4, no. 2 (2022): 264–76. http://dx.doi.org/10.33366/jkn.v4i2.162.

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The activeness of the Indonesian people on social media as a means of communication is then used by corporate brands to promote the products they will offer to the public. In this case, the skincare brand Scarlett Whitening as the best-selling skincare brand in Indonesia is collaborating with the South Korean girl group TWICE who will also promote Scarlett Whitening products on the @scarlett_whitening Instagram account. The age demographic of TWICE girl group fans is dominated by teenagers to young adults in the age range of 10-29 years, so it can be said that the target market of the Scarlett

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Gansel, Christina. "RISK AND FEAR COMMUNICATION IN THE CORONA PANDEMIC: MULTIMODAL COMMUNICATION AND ITS PERSUASIVE FUNCTION." German Philology at the St Petersburg State University 12 (2022): 304–27. http://dx.doi.org/10.21638/spbu33.2022.116.

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The subject of this article is the fear-related communication in German journalistic media indexed by the COVID pandemic since 2020. Fear communication is considered in the article as a resonance amplifier that can be processed by all functional systems of society, but can only be processed by an individual as an emotion in consciousness. The article does not examine the evocation of fear in an individual, but seeks to grasp theoretically how fear is communicated. The symbolically generalized medium of journalistic media and the coding of communication related to it play a special role. Fear-r

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Tseronis, Assimakis. "From visual rhetoric to multimodal argumentation: exploring the rhetorical and argumentative relevance of multimodal figures on the covers of The Economist." Visual Communication 20, no. 3 (2021): 374–96. http://dx.doi.org/10.1177/14703572211005498.

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Visual rhetoric is more often than not identified with the search for patterns of visual form and content which convey meaning in ways that resemble the meaning construed by known rhetorical figures. Despite the numerous proposals for the classification of figures construed verbally or visually, there has been no systematic attempt to account for the different ways in which these may contribute to the argumentative structure of persuasive messages. In this article, the author studies comparatively the figures of metaphor, antithesis and allusion, cued visually or verbo–visually in the multimod

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Rentel, Nadine. "Persuasive communication on the Facebook account of the “Alternative für Deutschland” Saxony." Ars & Humanitas 14, no. 1 (2020): 125–37. http://dx.doi.org/10.4312/ars.14.1.125-137.

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Recent surveys and political research have shown that the acceptance of the political programmes of populist parties, such as the “Alternative für Deutschland (AfD)”, is relatively high amongst the population of the three eastern German federal states, especially in Saxony, where the AfD won nine of the 13 rural districts during the local elections in May 2019. Thus, it seems relevant to take a closer look at the persuasive discourse of a so-called populist party. In its public discourse, the AfD responds to the fears and concerns of those people who tend to use social media platforms to gain

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Cymanow-Sosin, Klaudia, Piotr Cymanow, and Marcin Ciechanowski. "Advertising as an example of media persuasiveness with the use of modern types of narration." Media Linguistics 9, no. 2 (2022): 126–39. http://dx.doi.org/10.21638/spbu22.2022.204.

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The purpose of this article is to present the main persuasive function of various types of narratives based on the analysis of messages designed to influence and impel to make a decision. An additional purpose is to show that different narrative forms were used thoughtfully based on the research into intended recipient groups. The used methodology of narrative analysis in relation to media messages, the function of which is persuasion, was created on the basis of the methodology of content analysis in mediametric studies of the discipline of social communication and media, as well as related s

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Negro Alousque, Isabel, and M. ª. Enriqueta Cortés de los Ríos. "Meaning Construction in Print Beer Ads." Miscelánea: A Journal of English and American Studies 57 (December 16, 2018): 101–19. http://dx.doi.org/10.26754/ojs_misc/mj.20186324.

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The aim of this study is to shed some light on the way meaning is constructed in print beer ads. The present paper lies within the scope of the research into the instantiation of metaphor, metonymy and image schemas in advertising. It analyses the role of these conceptual mechanisms from a contrastive perspective on the basis of an on-line corpus of English and French print beer ads. The theoretical underpinnings of this paper are based on the Cognitive Theory of Metaphor (Lakoff and Johnson 1980; Ruiz de Mendoza and Pérez 2011, among others) on the one hand, and the studies on multimodal meta

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Incelli, Ersilia Amedea. "Engaging students in multimodal literacy practices in a university ESP context: towards understanding identity and ideology in government debates." Multimodal Communication 11, no. 1 (2021): 49–61. http://dx.doi.org/10.1515/mc-2021-0004.

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Abstract This paper focuses on issues of multimodal literacy practices in ESP higher education settings. In particular, the research explores how students become engaged in various literacy activities aimed at enhancing their critical-thinking skills and interpretation of images. For this purpose, two datasets consisting of video clips were extracted from a larger multimodal corpus and developed for teaching applications: one involved a UK live parliament debate and the other a US House of Representatives debate. The main objective is to identify the key verbal strategies reflecting persuasive

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Asenjo Alcalde, Roberto, and Maitê Gil. "Metaphorical representation of coronavirus in Spanish and Brazilian cartoons." Revista Electrónica de Lingüística Aplicada 21, no. 1 (2023): 91–114. http://dx.doi.org/10.58859/rael.v21i1.480.

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The worldwide outbreak of Covid-19 epidemic has been profusely covered by the mass media in 2020. This research focuses on the metaphorical content of cartoons from prominent Spanish and Brazilian newspapers published online in March and April 2020. In these satirical drawings the virus is portrayed through two main modes of representation: pictorial and verbal. The conceptual metaphors conveyed in each cartoon were identified, analysed and classified into four source domain scenarios: arts and literature, conflicts, sports and games, and other. Mainly, two theories coming from Cognitive Lingu

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García-Sánchez, Soraya. "TED talks: multimodal communicative affordances for EPS/ELF dissemination." Journal of English as a Lingua Franca 10, no. 2 (2021): 261–84. http://dx.doi.org/10.1515/jelf-2021-2063.

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Abstract Talks have been of interest for researchers who have compared different modes of scientific speeches such as traditional formal lectures, conferences and storyboarding technology, entertainment, and design (TED) talks. This article aims at exploring effective approaches to knowledge dissemination for non-native speakers in English Public Speaking (EPS) scenarios, a current challenge for international university students or academics, who need to adapt the format of the lecture or conference to a more persuasive and engaging public speech. TED Talks allow information consumers either i

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Guilbeault, Douglas. "How politicians express different viewpoints in gesture and speech simultaneously." Cognitive Linguistics 28, no. 3 (2017): 417–47. http://dx.doi.org/10.1515/cog-2016-0086.

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AbstractPolitical speeches are a prime example of how discourse often requires speakers to convey multiple competing viewpoints, both their own and others’. Cognitive linguists have shown how, in speech, speakers express viewpoint through individual choices at the lexical and grammatical level. Recently, cognitive linguists have also shown that speakers express viewpoint using speech-accompanying gestures. To date, the study of viewpoint expression has focused on cases where speakers deliver the same viewpoint across modalities. By examining the persuasive uses of gesture in Obama’s A More Per

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Juzelėnienė, Saulė, and Skirmantė Šarkauskienė. "Pictorial (multimodal) metaphor in printed advertising." Lietuvių kalba, no. 5 (December 28, 2011): 1–9. http://dx.doi.org/10.15388/lk.2011.22797.

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The theoretical basis of the article is the methodology of pictorial/visual metaphor research presented in Charles Forceville's work Pictorial Metaphor in Advertising (2006) and multimodal metaphor research proposed in his book Multimodal Metaphor (2009). Both verbal and non-verbal metaphors are investigated combining interaction theory proposed by Max Black and the principles of conceptual metaphor analysis formulated in cognitive linguistics. In a metaphor, the primary and the secondary subjects are considered equal to the target and the source domains distinguished by cognitive linguists an

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Onipede, Festus Moses. "Cure for weak manhood: A persuasive euphemism strategies in selected Nigerian herbal medicines advertisements." Brazilian Journal of Science 2, no. 10 (2023): 13–35. http://dx.doi.org/10.14295/bjs.v2i10.370.

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The study examined herbal medicines advertising discourse as unique terms of depicting weak manhood euphemistically in order not to sound vulgar. Twelve advertisements (ads) served as the data of investigation. The data were taken from Facebook advertisements (both texts and images) and analyzed from the purviews of Barthesian denotative and connotative annotations, Halliday's transitivity concepts, and critical discourse analysis. This study aims to examine how weak manhood is portrayed, the ideology behind its portrayal, and the persuasive techniques used in the ads. The study revealed conce

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Yao, Le, and Dezheng (William) Feng. "Promoting filial piety through public service advertising: a multimodal discourse analysis approach." Chinese Semiotic Studies 18, no. 4 (2022): 581–603. http://dx.doi.org/10.1515/css-2022-2081.

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Abstract Filial piety is a basic value in Chinese culture and has been a prominent theme in China’s televised public service advertisements (PSAs). This study takes a multimodal discourse analysis approach to study such PSAs promoting filial piety. We consider filial values as represented through characters’ emotions and attributes, which are realized by linguistic and visual resources on the one hand and shaped by the broader sociocultural context on the other. An explicit framework based on the attitude schema is developed to systemically describe the realization of social values in multimod

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Sokolova, Natalia Vladimirovna. "Multimodal IT marketing discourse: An integrated approach investigation." Russian Journal of Linguistics 24, no. 2 (2020): 366–85. http://dx.doi.org/10.22363/2687-0088-2020-24-2-366-385.

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Websites of software vendors feature verbal and nonverbal means providing for a number of parameters to be taken into account in order to gain more comprehensive insights into the range and interplay of the means in use. This paper investigates the multimodal website marketing discourse of Microsoft , Oracle, and SAP relying on an approach which makes use of multimodal critical discourse analysis, pragmatics, and text linguistics. The integrated framework allows for consideration of the discourse-generating intention of the locutionary source, the discourse function, verbal content categories

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Kustini, Siti, Didi Suherdi, and Bachrudin Musthafa. "BEYOND TRADITIONAL LITERACIES: A MULTIMODAL-BASED INSTRUCTION TO FOSTERING STUDENT DIGITAL LITERACY LEARNING." Jurnal Pendidikan Bahasa dan Sastra 20, no. 1 (2020): 37–47. http://dx.doi.org/10.17509/bs_jpbsp.v20i1.25969.

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The fourth Industrial Revolution (IR 4.0) marked by artificial intelligence and cyber-physical systems has transformed the landscape of education including English literacy instruction. Some literacy educators claim that the success of students’ today as millennial kids (Gen-Zs) and future employees has been linked to digital literacy. This term is defined as the skills associated with using digital technology to enable users to locate, organize, understand, evaluate and create information and using those skills to solve problems in technology-rich environments. This study attempts to investig

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Schubert, Christoph. "Multimodal cohesion in persuasive discourse: A case study of televised campaign advertisements in the 2020 US presidential election." Discourse, Context & Media 43 (October 2021): 100537. http://dx.doi.org/10.1016/j.dcm.2021.100537.

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Crampton, Anne E. "A Literacy of Armed Love: Confrontation and Desire in Aesthetic and Critical Projects." Studies in Social Justice 13, no. 1 (2019): 94–117. http://dx.doi.org/10.26522/ssj.v13i1.1914.

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The article argues that creative confrontations with damaging discourses as part of a critical literacy curriculum can be viewed as acts of love, for self and community. Using data from a multi-sited critical ethnography, the study considers the literacy productions of two focal students in diverse schools, a charter middle school and a large urban high school. Mediated discourse analysis of their work explores their aesthetic and critical literacy productions as refusals of oppressive discourses pressing against marginalized identities, and as expressions of desire for imagined, better realit

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Mantovan, Lara. "E Pluribus Unum: The Detection of Political Persuasion Through Discourse Analysis." International Journal of Linguistics 12, no. 4 (2020): 18. http://dx.doi.org/10.5296/ijl.v12i4.16859.

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Political discourse involves particular lexical choices, grammatical features, rhetorical devices, and nonverbal signals. Politicians often capitalize on them in order to influence recipients’ state of mind and persuade them to share their world image. Particular persuasive strategies are used as tools to deliberately manufacture mass consent. On their part, the addressees of political discourse are not often aware of the effects of these particular discourse features in terms of audience control.This paper aims at discussing discourse analysis as a diagnostic tool for the assessment of power

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Harjumaa, Marja, Igone Idigoras, Minna Isomursu, and Ainara Garzo. "Expectations and user experience of a multimodal medicine management system for older users." Journal of Assistive Technologies 8, no. 2 (2014): 51–63. http://dx.doi.org/10.1108/jat-10-2013-0031.

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Purpose – The purpose of this paper is to analyse the adoption of a multimodal medication management system (MMS) targeted on older people and home care professionals. The paper aims to describe the expectations of the system and the user experience findings from an empirical qualitative field trial. The field trial results are used to discuss how MMSs should be designed in order to improve adherence to medications. Design/methodology/approach – The paper suggests that building a multimodal medicine management system targeted on both older users and home care professionals brings many benefits

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McGrath, Laura. "“That’s the Wonder of It”: Affective Dimensions of Visual Rhetoric for Biodiversity Conservation." "Res Rhetorica" 8, no. 2 (2021): 82–96. http://dx.doi.org/10.29107/rr2021.2.5.

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In environmental communication, audience engagement is an essential prerequisite for achieving persuasive aims. This article responds to recent interest in visual storytelling and emotionalization – purposeful display and elicitation of emotions – as engagement techniques. A case study of the 2020 Global Biodiversity Festival – part online science festival, part fundraising event – provides evidence of how these techniques are employed in environmental communication for biodiversity conservation. Informed by scholarship on affect, emotion, visual rhetoric, and environmental communication, the

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Wollney, Easton, and Miglena Sternadori. "Feminine, Competent, Submissive: A Multimodal Analysis of Depictions of Women in U.S. Wartime Persuasive Messages During World War I and World War II." Visual Communication Quarterly 26, no. 1 (2019): 3–21. http://dx.doi.org/10.1080/15551393.2018.1530600.

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Joshi, Amrita. "Vedantic applications of augmented reality for strategic social marketing campaigns in India." Journal of Indian Business Research 10, no. 3 (2018): 256–73. http://dx.doi.org/10.1108/jibr-10-2017-0189.

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Purpose Social outreach campaigns such as mainstream commercial marketing campaigns are drawn to digital communication practices for increased visibility, speed and recall. This paper aims to highlight the usefulness and application of augmented reality (AR) technologies and proposes a change-driven usage of the AR environments for social marketing. Design/methodology/approach Paradigmatic structural analysis is used to extract the underlying schematic forms. A multimodal analytic approach is used to propose the conceptual framework. Findings AR is defined vis-à-vis conceptualizations of reali

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GIABER, JAMAL MOHAMED, NOUR HAMMO, SAFA HRAIZ, DU’AA QADAN, RAHF ALNAMER, and SHAIKHA ALMAAMARI. "TRANSLATING HEADLINES IN PRINT BUSINESS ADVERTISEMENTS FROM ENGLISH INTO ARABIC IN UAE." Across Languages and Cultures 21, no. 1 (2020): 107–24. http://dx.doi.org/10.1556/084.2020.00006.

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Abstract:Business advertisements are multimodal consumer-oriented texts with persuasive functions. Advertisers create specific advertisements for marketing products/services in specific contexts. The headline in an advertisement is the main element as it attracts attention and summarizes the advertising message. Advertising relies on socio-cultural implications through visual and non-visual elements. When products/services are marketed in a new context with a different language, their advertisements are translated into that language. Because languages have different ways of encoding informatio

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