Making Better Advertisements with Multimodal Communication-Taking Car Advertisements as Samples

DOI

10.2991/ichssr-19.2019.123How to use a DOI?

Keywords

Advertisement Persuasion, Systemic Functional Semiotics, Multimodal Interactional Analysis

Abstract

In contemporary society, the strategy of multimodal communication has been adopted by more and more industries, including advertisements industry. In this paper, the author tries to use multimodal communication theories to analyze dynamic video advertisements. With the help of Systemic Functional Semiotics & Multimodal Interactional Analysis, resistance emotion of audiences could be reduced, the trust could be built and the persuasion effect could be improved in multimodal ways.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ruofan Yang
PY  - 2019/05
DA  - 2019/05
TI  - Making Better Advertisements with Multimodal Communication-Taking Car Advertisements as Samples
BT  - Proceedings of the 2019 5th International Conference on Humanities and Social Science Research (ICHSSR 2019)
PB  - Atlantis Press
SP  - 627
EP  - 635
SN  - 2352-5398
UR  - https://doi.org/10.2991/ichssr-19.2019.123
DO  - 10.2991/ichssr-19.2019.123
ID  - Yang2019/05
ER  -