There are three different means of communication which are used in ads: music,
pictures and language. All of these modes can be further devided into sub-modes. The following text examines the effect of various combinations of modes in ads and of three sub-modes of language: song, speech and writing.
It is important to mention the problem that analysts have with analysing ads. As pictures and music are the essence of many ads and do help creating a mood or pursuading, analysis has to take these modes into account. This is very difficult to handle because the mode of analysis is language and therefore different to the mode of most ads. Especially with television ads it is impossible to reproduce the sound, the moving pictures and the different combinations of speech on paper. Because of the importance of music and pictures in ads this text also considers their effect on language.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Music and connotation
- Pictures alone
- Speech and writing
- Language in the service of pictures
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This text explores the use of various communication modes in advertising, particularly focusing on the interplay between music, pictures, and language. It examines how these modes work together to create meaning and influence viewers.
- The power of multimodal communication in advertising
- The connotative meaning of music and its role in advertising
- The impact of visual imagery on message interpretation
- The limitations of language in analyzing and conveying the effect of multimodal ads
- The use of language to enhance and clarify visual messages
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: Introduces the concept of multimodal communication in advertising and highlights the challenges of analyzing ads that rely heavily on pictures and music.
- Music and connotation: Explores the connotative power of music and its ability to evoke emotions and associations, making it a potent tool for advertisers.
- Pictures alone: Examines the use of pictures in advertising to create powerful messages, often with minimal reliance on language. The example of a Wrigley's Spearmint ad illustrates how pictures can convey complex narratives and themes.
- Speech and writing: Discusses the role of speech and writing in advertising, emphasizing the dominance of spoken language and the use of written text for legal and informational purposes. The limitations of written text in capturing the full impact of multimodal ads are explored.
- Language in the service of pictures: Highlights the importance of language in clarifying and enhancing the meaning of visual elements in advertising. The use of puns and metaphors to further interpret images is discussed.
Schlüsselwörter (Keywords)
Multimodal communication, advertising, music, connotation, pictures, language, visual imagery, speech, writing, puns, metaphors, legal caveats, health warnings, rebus writing, consumer persuasion.
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- Catharina Kern (Autor), 2005, Pictures, music, speech and writing, Múnich, GRIN Verlag, https://www.grin.com/document/70884
