Advertising the Medium: On the Narrative Worlds of a Multimedia Promotional Campaign for a Public Service Television Channel

Freitas, Elsa Simões Lucas; Grishakova, Marina; Ryan, Marie‐Laure

doi:10.1515/9783110237740.258

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“…Sound and moving images are of the essence in the case of television and online advertisements. In radio spots, much of the meanings come from the pitch and intonation of actors' voices, as well as from different sound effects and jingles (Cook, 2001;Freitas, 2010). 4 This appeal to different senses effectively corresponds to the way we interact with sensory stimuli on a daily basis.…”

Section: Introductionmentioning

confidence: 99%

Advertisements as special instances of intersemiotic translation: an analysis of three multimedia campaigns

Freitas¹

2019

Translation Matters

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The discursive nature of advertising, based on internal and external repetition, always demands some type of translation of meaning(s). In multimedia campaigns, the need for intersemiotic translation becomes even more pressing and perhaps more evident. It is essential to convey messages that must be perceived as having the same meaning, even though different media are being used, reaching audiences at diverse times and in different contexts. To demonstrate the different possibilities of the use of intersemiotic translations in multimedia advertising, two Portuguese campaigns and an international one are analysed, looking at how similarity effects are created that comply with 1) brevity demands required by limited amounts of space, time and audience's attention span, 2) the need for message repetition to ensure memorability and 3) the need for originality and creativity required by this discursive genre.

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Section: Introductionmentioning

confidence: 99%

Advertisements as special instances of intersemiotic translation: an analysis of three multimedia campaigns

Freitas¹

2019

Translation Matters

View full text Add to dashboard Cite

show abstract

Advertising the Medium: On the Narrative Worlds of a Multimedia Promotional Campaign for a Public Service Television Channel

Cited by 1 publication

References 0 publications

Advertisements as special instances of intersemiotic translation: an analysis of three multimedia campaigns

Advertisements as special instances of intersemiotic translation: an analysis of three multimedia campaigns

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