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PERSUASION THROUGH MULTIMODALITY IN ADVERTISEMENTS

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14 Pages : 141-149

http://dx.doi.org/10.31703/gssr.2024(IX-III).14      10.31703/gssr.2024(IX-III).14      Published : Sep 2024

Persuasion Through Multimodality in Advertisements

Abstract

    This study examines the persuasive and appealing multi-modes created in advertisements by advertisers, as well as how they convince and affect viewers and buyers. This research focuses on the signs, symbols, and multimodality. For this purpose, Multi-modal Discourse Analysis (MDA) of Kress & Leeuwen, (1996) is employed as a framework in order to analyze the advertisements. There are three basic functions namely compositional, interactional, and representational that affect the other components in the photos in a certain way. Moreover, Random sampling technique is used to collect the data for this study. The collected data is analyzed in terms of semiotics and multimodality and it has focused on the font size, boldness, and capitalization that is used in the selected advertisements. The findings give customers an insight into the advertising strategies used by the advertising agencies.

    (1) Zakirullah
    Lecturer, Department of English, Kohat University of Science and Technology, Kohat, KP, Pakistan.
    (2) Salman Nasir
    Lecturer, Department of English, Kohat University of Science and Technology, Kohat, KP, Pakistan.
    (3) Sami Ullah
    BS, Department of English, Kohat University of Science and Technology, Kohat, KP, Pakistan.
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Cite this article

APA

CHICAGO

    CHICAGO : Zakirullah, , Salman Nasir, and Sami Ullah. 2024. "Persuasion Through Multimodality in Advertisements." Global Social Sciences Review, IX (III): 141-149 doi: 10.31703/gssr.2024(IX-III).14

HARVARD

    HARVARD : ZAKIRULLAH., NASIR, S. & ULLAH, S. 2024. Persuasion Through Multimodality in Advertisements. Global Social Sciences Review, IX, 141-149.

MHRA

    MHRA : Zakirullah, , Salman Nasir, and Sami Ullah. 2024. "Persuasion Through Multimodality in Advertisements." Global Social Sciences Review, IX: 141-149

MLA

    MLA : Zakirullah, , Salman Nasir, and Sami Ullah. "Persuasion Through Multimodality in Advertisements." Global Social Sciences Review, IX.III (2024): 141-149 Print.

OXFORD

    OXFORD : Zakirullah, , Nasir, Salman, and Ullah, Sami (2024), "Persuasion Through Multimodality in Advertisements", Global Social Sciences Review, IX (III), 141-149

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