A multimodal literary analysis of a television commercial

Melissa Shamini Periasamy, and Gruba, Paul and Ganakumaran Subramaniam, (2015) A multimodal literary analysis of a television commercial. 3L; Language,Linguistics and Literature,The Southeast Asian Journal of English Language Studies., 21 (3). pp. 151-164. ISSN 0128-5157


Official URL: http://ejournal.ukm.my/3l


Literature and advertisements are analogous in the way they mimic the surrounding culture, art and practices and in their ability to elicit various emotional responses in people. Over the years, literature has had a great influence in advertisements and much of advertisement content has used poetic verses, prose forms and dramatic elements. Television commercials largely draw inspiration from drama in the construction of the advertisers’ messages. As a multimodal text, a television commercial (TVC) utilises multiple modes of meaning to employ literary elements in its content. Based on the view of TVCs as literary texts, this paper examines the literary elements of setting and character in a TVC through multimodal analysis. The multimodal elements that construct setting and character in a corporate TVC are identified and analysed. In line with multimodal analysis, the meanings of the modes are discussed by taking into account the socio-cultural context in which the TVC is produced and viewed. In doing so, the significant role of setting and character in meaning making of a TVC is revealed. This paper demonstrates the application of the multimodal approach to analysis of literary elements in a TVC and subsequently contributes to developing and promoting applications of multimodal analytical approaches in literary studies.

Item Type:Article
Keywords:television commercial; literary text; multimodality; setting; character
Journal:3L ; Journal of Language, Linguistics and Literature
ID Code:9075
Deposited By: ms aida -
Deposited On:04 Oct 2015 15:41
Last Modified:14 Dec 2016 06:48

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