Recontextualizing social practices and globalization: Multimodal metaphor and fictional storytelling in printed and internet ads

Downing, Laura Hidalgo; Mujic, Blanca Kraljevic

doi:10.1590/1984-639820156096

Cited by 4 publications

(2 citation statements)

References 18 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Furthermore, as metaphors -and image schemas in turn-are not only descriptive but clac 68/2016, 175-191 martín y dominguez: humanizing brands 188 have a performative force (Hidalgo-Downing & Kraljevic-Mujic, 2015), they invite the audience to action: buying the product advertised in each case.…”

Section: Discussionmentioning

confidence: 99%

Humanizing brands through story-telling in magazine advertising

Rosa¹,

Romero²

2016

CLAC

View full text Add to dashboard Cite

Within the framework of Conceptual Metaphor Theory, where metaphor allows human beings to map structure from concrete realms of experience (based on sensory-motor experience) to other more abstract domains, the Source-Path-Goal schema stands as one of the central concepts in human conceptualization. Its importance lies in the way it unifies and gives structure to concepts of motion. In turn, this embodied notion shapes our understanding of a purposeful activity, in which some path is traversed in order to reach for a goal, and our understanding of story-telling where, based on the same notion of a path, there is a development of characters in quest of a goal. On this basis, our purpose in this paper is to analyze three magazine advertisements in an attempt to reveal martín y dominguez: humanizing brands 176 how advertisers rely on the Source-Path-Goal schema in order to create a story for their brands.

show abstract

Section: Discussionmentioning

confidence: 99%

Humanizing brands through story-telling in magazine advertising

Rosa¹,

Romero²

2016

CLAC

View full text Add to dashboard Cite

show abstract

“…Sedangkan Pruekchaikul dan Marques(2017) melibatkan unsur linguistik terkecil seperti kata ganti (pronoun) terhadap visualisasi untuk menemukan identitas pelibat teks yang dibangun pada media pamflet. Kajian multimodal oleh Fallianda, Astiti, dan Hanim (2018) Berbagai penelitian tersebut memiliki benang merah yaitu adanya jalinan kerjasama antara bahasa dan tampilan visual untuk membentuk makna sehingga tujuan wacana dapat disalurkan sebagai sarana promosi (Nugroho, 2009;Downing & Mujic, 2015) dan karya kreatif (Fallianda, Astiti, & Hanim, 2018). Multimodal memberikan wawasan bahwa bagaimana sumber daya yang dimiliki (bahasa dan visual) menghasilkan interpretasi yang pantas oleh konsumen atau pemirsa sehingga mereka mengetahui informasi yang sedang ditampilkan serta hubungan di balik informasi itu (Bateman, 2008: 5).…”

Section: Pendahuluanunclassified

Kajian Kebahasaan Pada Iklan Cetak Di Masa Pandemi Covid-19

Mulia

2020

Widyaparwa

View full text Add to dashboard Cite

Covid-19 epidemic attacked Indonesia so that the government decided policy to have to stay at home which started in the middle of March 2020. People had to adapt to the situation. This moment attracts the attention of service and product providers to conform. The researcher uses printed advertisements as the data source in the form of a multimodal document and find various businesses respond to the condition. They support the government’s policy while remaining motivating customers to use their products and services. The research is done in a qualitative paradigm towards words, phrases, clauses, sentences, and pictures as the data to answer the research topic. The data source was taken from the daily newspaper Kompas at the beginning of staying at home policy implementation by the government. The data collection was done by criterion-based sampling. Supported by the multimodal analysis approach, this research observes how linguistic and visual image components simultaneously convey intentions of the advertisements in the pandemic outbreaks. Readers are directed to know various terms raised by the advertisement to campaign the government’s policy while remain promoting. The researcher finds kinds of text genres working harmoniously with visual images to articulate meanings. This research is able to show that offered products and services by providers in their pandemic-time advertisement are part of the solution towards customers’ needs while physical and social distancings were enforced. Linguistic analysis in this research gives new findings of the benefit of text and visual images to express meanings in various ways for the same goal.Wabah Covid-19 melanda Indonesia sehingga pemerintah menetapkan kebijakan untuk beraktivitas di rumah saja mulai pertengahan bulan Maret 2020. Masyarakat harus bisa beradaptasi dengan situasi. Momen ini turut menarik perhatian penyedia layanan jasa dan produk untuk menyesuaikan diri. Peneliti menggunakan iklan cetak sebagai sumber data berupa dokumen multimodal dan menemukan beragam perusahaanturut merespon keadaan ini. Mereka mendukung kebijakan pemerintahsambil tetap mendorong konsumen untuk menggunakan produk dan jasa yang dimiliki. Penelitian dilakukan dengan paradigma kualitatif terhadap kata, frasa, klausa, kalimat, dan gambar sebagai data untuk menjawab topik penelitian. Sumber data diperoleh dari koran harian Kompas pada awal masa berlakunya kebijakan aktivitas di rumah oleh pemerintah. Pengumpulan data dilakukan dengan teknik sampling berbasis kriteria. Didukung dengan pendekatan analisis dokumen multimodal, penelitian ini mengamati bagaimana komponen linguistik dan visual secara simultan menyampaikan maksud dari beragam iklan tersebut di saat pandemi. Pembaca diarahkan untuk mengetahui beragam istilah yang diangkat oleh iklan-iklan itu untuk mengampanyekan kebijakan pemerintah sambil tetap promosi. Peneliti menemukan macam-macamgenreteks yang berjalan harmonis dengan tampilan visual untuk mengartikulasikan makna. Penelitian ini mampu menunjukkan bahwa produk dan jasa yang ditawarkan perusahan pada iklan di masa pandemi merupakan bagian dari solusi terhadap kebutuhan konsumen saat jarak fisik dan sosial diberlakukan. Analisis kebahasaan dalam penelitian ini memberikan temuan baru tentang manfaat teks dan tampilan visual untuk menyuarakan maksud dengan beragam cara untuk tujuan yang sama.

show abstract

Indonesian Movie Trailers: Persuading Movie-Goers Through Incomplete Narratives

Febrianti

2019

Discourses of Southeast Asia

View full text Add to dashboard Cite

Recontextualizing social practices and globalization: Multimodal metaphor and fictional storytelling in printed and internet ads

Cited by 4 publications

References 18 publications

Humanizing brands through story-telling in magazine advertising

Humanizing brands through story-telling in magazine advertising

Kajian Kebahasaan Pada Iklan Cetak Di Masa Pandemi Covid-19

Indonesian Movie Trailers: Persuading Movie-Goers Through Incomplete Narratives

Contact Info

Product

Resources

About