2023
DOI: 10.1590/1678-460x202339253786
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Mode, the hub of multimodality: A case study of Oral-B® Toothpaste advertising

Taofeek O. Dalamu

Abstract: This study investigates the nature of modal constructs in advertising commercial, operational in Oral-B® Toothpaste, to explain the mechanistic integration of modes, unified to generate holistic meaning. With the application of the mood system and kinesics concepts, the author is able to interpret the video for readers. Besides using statistical substances (tables and graphs) to explore the modes, one observes a fragmentation of structures of some linguistic items such as The answer?, Easy, still fresh and str… Show more

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