Intertextual voices and engagement in tv advertisements
MetadataShow full item record
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 related to the 'domain' of the product. It is argued that the intertexual voices contribute to the advertising discourse through multimodal engagement strategies. Character voice endorses the advertised product through such resources as lexico-grammar, intonation, facial expression and staged narrative, while discursive voice endorses the advertised product through contextualization and intertextual discourse structure. It is hoped that the study will shed light on the understanding of the heteroglossic nature of advertisements, the interaction between intertextual voices and the advertised message, and multimodal construction of voices and engagement. © The Author(s), 2011.
Showing items related by title, author, creator and subject.
Intertextuality and Multimodal Meanings in High School Physics: Written and Spoken Language in Computer-supported Collaborative Student DiscourseTang, Kok-Sing; Tan, S. (2016)The study in this article examines and illustrates the intertextual meanings made by a group of high school science students as they embarked on a knowledge building discourse to solve a physics problem. This study is ...
Tang, Kok-Sing; Tan, S.; Yeo, J. (2011)This article examines the role of multimodalities in representing the concept of work–energy by studying the collaborative discourse of a group of ninth-grade physics students engaging in an inquiry-based instruction. ...
Tan, Sabine; Smith, B.; O'Halloran, Kay (2015)As leadership discourses in higher education are increasingly being mediated online, texts previously reserved for staff are now being made available in the public domain. As such, these texts become accessible for study, ...