Multimodality in advertising discourse

The object of the research includes print and video advertisements from the English-speaking countries.
The subject of the research consists in the analysis of the specific nature of modes interaction in the English-language multimodal advertising discourse.
The study material comprises the English-language print and video advertisements. The choice of the material is predetermined by the wide spread of such ads around the world that allows analyzing various aspects within MMDA. The frame of the research includes 239 print ads and 84 video ads.
The scientific novelty of the research is designated by the complex approach to the analysis of two largest groups of the advertising discourse, print and video ads, with the possibility to set the differences between them. One aspect of the research that made this work unique lay in the fact that the print and video ads MMDA gave a chance to define the functions of the images forming the visual mode of the ads and to identify close or distant ties between modes in such ads. In order to define the intensity of interaction between various modes, different expressive means and stylistic devices forming the textual tissue of the ads have been analyzed.

Voitenko V. Multimodality in advertising discourse : master’s paper : 035 Philology / Voitenko Viktoriia. - Kyiv, 2020. - 295 p.