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Publication
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| Title of Article |
A Multimodal Critical Discourse Analysis of Online Soft Drink Advertisements |
| Date of Acceptance |
27 December 2021 |
| Journal |
| Title of Journal |
LEARN Journal: Language Education and Acquisition Research Network |
| Standard |
SCOPUS |
| Institute of Journal |
Language Institute of Thammasat University |
| ISBN/ISSN |
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| Volume |
15 |
| Issue |
1 |
| Month |
January - June |
| Year of Publication |
2022 |
| Page |
627-653 |
| Abstract |
The objectives of this study are to investigate verbal and visual semiotic resources employed as well as the cultural aspects embedded in online soft drink advertisements. The samples of this study were selected from the U.S. soft drink brand Coca-Cola’s official Instagram account (@cocacola), and a total of 58 advertisements were analyzed. Three analytical frameworks were employed to analyze the data. First, Nilsen’s (1979) phonetic devices framework was used for verbal resources analysis. Second, Kress and van Leeuwen’s (2006) and Harrison’s (2008) social semiotics frameworks were adapted for analyzing visual resources. Third, Hofstede et al.’s (2010) cultural dimensional model was employed to discuss the cultural aspects in the advertisements. The analysis of the verbal resources in the advertisements reveals two types of phonetic devices: alliteration and assonance. For the visual analysis, the advertisements tend to use the brand’s color, red, instead of a logo to make the brand memorable. The representative participants’ (RPs) positions and gazes also give a sense of equality between the viewers and the brand. Most of the advertisements use visual resources that complement the verbal resources in order for the advertisements to be coherent as well as convey the embedded cultural aspects. Two cultural aspects out of six were found in this article: masculinity and indulgence. In addition, the study also found religious aspects embedded in the data. |
| Keyword |
cultural dimensions, multimodal critical discourse analysis, online soft drink advertisements, phonetic devices, social semiotics |
| Author |
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| Reviewing Status |
มีผู้ประเมินอิสระ |
| Status |
ตีพิมพ์แล้ว |
| Level of Publication |
นานาชาติ |
| citation |
true |
| Part of thesis |
true |
| Attach file |
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| Citation |
0
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Journal Publication
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