A multimodal literary analysis of a television commercial

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 poeti...

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Main Authors:	Melissa Shamini Periasamy, Gruba, Paul, Ganakumaran Subramaniam
Format:	Article
Language:	English
Published:	Pusat Pengajian Bahasa dan Linguistik, FSSK, UKM 2015
Online Access:	http://journalarticle.ukm.my/9075/ http://journalarticle.ukm.my/9075/ http://journalarticle.ukm.my/9075/1/9805-27903-1-PB.pdf

id	ukm-9075
recordtype	eprints
spelling	ukm-90752016-12-14T06:48:54Z http://journalarticle.ukm.my/9075/ A multimodal literary analysis of a television commercial Melissa Shamini Periasamy, Gruba, Paul Ganakumaran Subramaniam, 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. Pusat Pengajian Bahasa dan Linguistik, FSSK, UKM 2015 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/9075/1/9805-27903-1-PB.pdf 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 http://ejournal.ukm.my/3l
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Kebangasaan Malaysia
building	UKM Institutional Repository
collection	Online Access
language	English
description	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.
format	Article
author	Melissa Shamini Periasamy, Gruba, Paul Ganakumaran Subramaniam,
spellingShingle	Melissa Shamini Periasamy, Gruba, Paul Ganakumaran Subramaniam, A multimodal literary analysis of a television commercial
author_facet	Melissa Shamini Periasamy, Gruba, Paul Ganakumaran Subramaniam,
author_sort	Melissa Shamini Periasamy,
title	A multimodal literary analysis of a television commercial
title_short	A multimodal literary analysis of a television commercial
title_full	A multimodal literary analysis of a television commercial
title_fullStr	A multimodal literary analysis of a television commercial
title_full_unstemmed	A multimodal literary analysis of a television commercial
title_sort	multimodal literary analysis of a television commercial
publisher	Pusat Pengajian Bahasa dan Linguistik, FSSK, UKM
publishDate	2015
url	http://journalarticle.ukm.my/9075/ http://journalarticle.ukm.my/9075/ http://journalarticle.ukm.my/9075/1/9805-27903-1-PB.pdf
first_indexed	2023-09-18T19:53:57Z
last_indexed	2023-09-18T19:53:57Z
_version_	1777406403876487168

A multimodal literary analysis of a television commercial

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