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Title Language of Eco-Friendly Narratives: A Multimodal Analysis of E-Advertisements

Author(s) Saba Khalil

Abstract Advertisers use multimodal features for branding, promotion, and publicity effects. Advertisement creators use both language and non-verbal signs and symbols to convey the intentions of the advertisers and to achieve the best results from it. Language and images are complementary to each other as they both aid each other in meaning-making. This research study has attempted to explore the salience of eco-friendly narratives and hidden meanings of metaphorical representation in e-advertisements by using verbal and non-verbal analysis. The analysis of the e-advertisements is carried to out to look at how the ecological narratives are presented in the e-advertisements by using verbal and non-verbal modes. The study's theoretical framework is based on an integrated model which includes Kress and Van Leuween's Multimodality model and the Ecolinguistics model by Stibbe. The sample data for the study is selected through purposive sampling technique and is consisted of 16 e-advertisements taken from online resources. The study analyzed verbal and non-verbal features of the advertisement using insights from the theoretical frameworks. Non-verbal elements include lead, emblem, and display while the verbal elements included for the data analysis are salience and metaphor. The salient ecological narratives are analyzed through verbal and non-verbal analysis and hidden meanings behind metaphorical representation are brought into the light to see how ecological narratives bring out hidden meanings. The findings of the study reveal that advertisers use eco-friendly narratives to manipulate the viewers' interpretation of the advertisements. The use of multiple modes by linking them with the environment manipulates the viewers to get attracted to the product.

Type Thesis/Dissertation

Faculty Languages

Department English

Language English

Publication Date 2024-06-04

Subject Linguistics

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