Cross-media communication in advertising: exploring multimodal connections between television commercials and websites

Abstract

The aim of this article is to advance current understandings of cross-media communication in advertising. The study is based on a sample of 80 television commercials and their announced websites, and the article is inspired by recent studies of cross-media advertising effectiveness as well as semiotic perspectives on multimodal analysis. The authors present three dimensions to be considered when examining multimodal connections between television commercials and websites: announcements, participants and address strategy. These dimensions are brought together in an analytical framework that can serve as inspiration for further research on cross-media communication in advertising and possibly in other types of communication.

Explaining media effect of green advertising on audience attitude

“…Businesses can help consumers distinguish brand choices to convey environment-friendly quality (Prasad et al , 2017). Spears and Singh (2004) described the green brand’s attitude as “a fairly long-lasting one-dimensional summary assessment of the product, which undoubtedly energizes action.” Therefore, the green attitude must notice how they are expressed through their initiative or unclear doubts (Jessen and Graakjær, 2013). The green attitude was found to have a frequent impact on 70% of purchase decisions.…”

“…You can watch digital multimedia broadcasting (DMB) on the go, watch TV at home and surf the Web anywhere. When users overlap advertising applications, the effects of successful inter-platform marketing coordination become increasingly important to advertisers (Jessen and Graakjaer, 2013). And knowing how to communicate across this interrelationship network is becoming crucial.…”

Consumption as extended carnival on Tmall in contemporary China: a social semiotic multimodal analysis of interactive banner ads

“…Following this visual turn, a growing body of interdisciplinary literature uses social semiotics and multimodal discourse analysis to study a number of advertising and media formats (Thomas, 2014;Holsanova, 2012). These include food and product packages (Wagner, 2015), magazines (Lick, 2015;Chen and Machin, 2014), posters (Sifaki and Papadopoulou, 2015;White, 2010), picture books and animated movies (Unsworth, 2015), photography on social media (Zappavigna, 2016), automobile commercials (Chen, 2016), website and TV ads/reviews (He, 2017;Adami, 2015;Jessen and Graakjaer, 2013), café design and architecture (Aiello and Dickinson, 2014), as well as political speech and presentation (Wong, 2016), to name just a few. Against this backdrop, we champion a tri-fold convergence of the multimodality of texts, visuals and affordances (interactivity) and use it as a framework to guide our analysis.…”

Visibility and legibility of five-letter words in different experimental conditions

“…Many times, our focus is somewhere else, and this is not good for advertisers, especially if we are in surrounding where different disturbing factors are present (Karim & Kojima, 2010;Luccion & Caporusso, 2010). One of those environments could be use of computer (browsing the web) or watching television (either use of tv screen, computer screen or tablet/mobile screen) (Jessen & Jørgensgaard Graakjaer, 2013). Advertisers are trying to serve products and sell them with affecting our subconscious.…”