Multimodal Discourse Analysis Of Commercial Advertisements In English Unveiling Visual And Linguistic Strategies

Abstract

The current media environment depends heavily on commercial advertisements because they guide consumer actions while building brand recognition. The delivery of persuasive messages depends on strategic visual and linguistic modes that advertisements use in their content. The analysis of how different communication modes work together helps researchers identify complex strategies and deeper meanings within advertising messages. This thesis titled “Multimodal Discourse Analysis of Commercial Advertisements in English: Unveiling Visual and Linguistic Strategies” investigates the intricate relationship between language and visuals in English-language advertisements. The research uses qualitative methods to analyze a chosen set of advertisements which were gathered from YouTube and company websites through multimodal discourse analysis (MDA). The research combines linguistic analysis of slogans and stylistic devices with visual analysis of color and composition and imagery to study meaning construction and delivery. The research shows advertisers use multiple multimodal approaches which boost their persuasive abilities. The combination of linguistic devices including metaphor and repetition along with puns and imperative structures appears alongside visual elements such as symbolic imagery and framing techniques and culturally significant imagery. Different modes work together to create a combined effect on consumer perception and emotional response. The study demonstrates that branding techniques along with recurring themes appear consistently throughout food and drink, technology and fashion industries. The research adds value to discourse analysis through its focus on analyzing advertisements using a combined visual and linguistic approach. The research delivers functional knowledge about how language and visual elements together create meaning in commercial messages to marketers and linguists and media analysts.