Textual and Visual Catalyzers/Distractors in Advertising
DOI:
https://doi.org/10.13136/2281-4582/2022.i20.1226Parole chiave:
catalyzers, distractors, multimodal analysis, advertising discourse, usability and designAbstract
The contribution of this study is expressed in the following research question: is it possible to identify some implicit-explicit textual or visual elements that catalyze or distract audience attention on or from the advertised product? An analysis of a corpus of advertisements taken from the Instagram pages of the major companies operating in the US food and beverage market reveals that attracting or distracting attention on or from a product’s use or function is a frequent strategy. These elements may contribute to changing scripts in advertising and mental patterns in consumer perceptions. The items that signal the distraction or the catalyzation of consumer attention in the advertising message have been identified via the ARCO model (St.Amant forth., St.Amant 2022), based upon the concept of usability of products, which helps decode the process of recognition of a product in the consumer’s brain. Results are promising, as this theory may help advertisers make more effective moves in the dual, cooperative relationship with consumers and review promotional strategies to engage the audience in advertising communication.
Riferimenti bibliografici
Al-Subhi, Aisha Saadi. “Metadiscourse in Online Advertising: Exploring Linguistic and Visual Metadiscourse in Social Media Advertisements.” Journal of Pragmatics 187 (2022): 24-40.
Bhatia, Tej K. “Emotions and Language in Advertising.” World Englishes 38.3 (2019): 435-449.
Chaudhuri, Arjun and Ross Buck. “Affect, Reason, and Persuasion – Advertising Strategies that Predict Affective and Analytic-Cognitive Responses.” Human Communication Research 21.3 (1995): 422-441.
Cook, Guy. The Discourse of Advertising. London: Routledge, 1992.
Danesi, Marcel. “Advertising Discourse.” The International Encyclopedia of Language and Social Interaction. Edited by Karen Tracy, Todd Sandel and Cornelia Ilie. Chichester: John Wiley and Sons, 2015. 1-10.
Di Ferrante Laura, Walter Giordano and Sergio Pizziconi. “Dissociative Identities: A Multi-modal Discourse Analysis of TV Commercials of Italian Products in Italy and in the USA.” The Ins and Outs of Business and Professional Discourse Research. Edited by Geert Jacobs and Glenn Alessi. London: Palgrave Macmillan, 2016. 241-276.
Eldesouki, Dooa F.B. “The Use of Abstract Images in Advertising Design: A Study on Requirements and Impact.” Journal of Science and Arts 4.17 (2011): 513-520.
Fox Alexa K., Chinintorn Nakhata and George D. Deitz. “Eat, Drink, and Create Content: A Multi-method Exploration of Visual Social Media Marketing Content.” International Journal of Advertising 38.3 (2019): 450-470.
Fuertes-Olivera, Pedro A., et al. “Persuasion and Advertising English: Metadiscourse in Slogans and Headlines.” Journal of Pragmatics 33.8 (2001): 1291-1307.
Gambetti, Rossella C. “Ambient Communication: How to Engage Consumers in Urban Touch-Points.” California Management Review 52.3 (2010): 34-51.
Hidalgo Downing, Laura. “Text World Creation in Advertising Discourse.” Revista Alicantina de Estudios Ingleses 13 (2000): 67-88.
Jaworska, Sylvia. “Discourse of Advertising.” The Routledge Handbook of Corpus Approaches to Discourse Analysis. Edited by Eric Friginal and Jack Hardy, J. New York: Routledge Handbooks, 2020. 428-444.
Kim, DongHee and SooCheong (Shawn) Jang. “Ethnic Food Advertising Formats and Consumers’ Responses: Picture-dominant or Text-dominant?” International Journal of Hospitality Management 82 (2019): 5-12.
Kress, Gunther and Theo van Leeuwen. Reading Images: The Grammar of Visual Design. London: Routledge, 2006.
Lazovic, Vesna. “The Language of Online Bank Advertisements in English.” ESP Today 2.1 (2014): 88-104.
Leiss William, Stephen Kline and Sut Jhally. Social Communication in Advertising. Toronto: Methuen, 1986.
Martínez-Camino, Gonzalo, Manuel Pérez-Saiz. “A pragmatics theory on television advertising.” Journal of Pragmatics 44 (2012): 453-473.
McQuarrie, Edward F. and Barbara J. Phillips. “It’s not Your Father’s Magazine Ad: Magnitude and Direction of Recent Changes in Advertising Style.” Journal of Advertising 37.3 (2008): 95-106.
Melonçon, Lisa. “Patient Experience Design: Expanding Usability Methodologies for Healthcare.” Communication Design Quarterly 5.2 (2017): 19-28.
---. “Patient Experience Design: Technical Communication’s Role in Patient Health Information and Education.” Intercom 62.2 (2016): 12-16.
Pérez-Sobrino, Paula, Jeannette Littlemore and David Houghton. “The Role of Figurative Complexity in the Comprehension and Appreciation of Ads.” Applied Linguistics 40.6 (2019): 957-991.
Simon, Simona and Claudia E. Stoian. “Discovering the Discourse of Advertising.” International Journal of Communication Research 2.4 (2020): 370-377.
St.Amant, Kirk. “ARCO Mapping the Cognitive Dynamics of Communication Expectations: An Approach to Designing Usable Content Based on Audience Expectations.” Journal of Business and Technical Communication. Forthcoming.
---. “Context, Cognition, and the Dynamics of Design Thinking: Cognitive Methods for Understanding the Situational Variables Affecting Usable Design.” Technical Communication 69.1 (2022): 26-38.
---. “Culture and the Contextualization of Care: A Prototype-based Approach to Developing Health and Medical Visuals for International Audiences.” Communication Design Quarterly 3.2 (2015): 38-47.
---. “Of Scripts and Prototypes: A Two-part Approach to User Experience Design for International Contexts.” Technical Communication 64.2 (2017): 113-125.
---. “Reflexes, Reactions, and Usability: Examining how Prototypes of Place can Enhance UXD Practices.” Communication Design Quarterly 6.1 (2018): 45-53.
St.Amant, Kirk and Walter Giordano. “Expanding Communication Expectations: Examining Audience Understanding of Scripts Through Fold and Swap Strategies.” Journal of Technical Writing and Communication, forthcoming.
Ungerer, Friedrich. “Ads as News Stories, News Stories as Ads: The Interaction of Advertisements and Editorial Texts in Newspapers.” Text & Talk 24.3 (2004): 307-328.
van Dijk, Teun A. Discourse and Communication: New Approaches to the Analysis of Mass Media Discourse and Communication. Berlin: De Gruyter, 2011.
van Niekerk, Angelique. “A Semantic-pragmatic Approach to Sentence Structure in Advertising Language.” South African Linguistic and Applied Language Studies 38.3 (2020): 185-199.
---. “The Use of Indexical Signs, Symbols and Icons in Print Advertising Communication.” COMMUNITAS (2018): 108-123.
Vestergaard, Torben and Kim Schroder. The Language of Advertising. New York: Blackwell, 1985.
Yi, Youjae. “Direct and Indirect Approaches to Advertising Persuasion: Which is More Effective?” Journal of Business Research 20 (1990): 279-291.
Wernick, Andrew. Promotional Culture: Advertising, Ideology and Symbolic Expression. London: Sage, 1991.
Wolfe, Jeremy. “Guided Search 2.0: A Revised Model of Visual Search.” Psychonomic Bulletin and Review 1.2 (1994): 202-238.
---. “Guided search 4.0: Current Progress with a Model of Visual Search.” Integrated Models of Cognitive Systems. Edited by Wayne Douglas Gray. New York: Oxford University Press, 2007. 99-119.
Dowloads
Pubblicato
Fascicolo
Sezione
Licenza
Copyright (c) 2022 Walter Giordano
Questo volume è pubblicato con la licenza Creative Commons Attribuzione - Non commerciale 4.0 Internazionale.
Iperstoria è una rivista accademica ad accesso libero.
a. Gli autori detengono il copyright e danno alla rivista il diritto per la prima pubblicazione con il contributo sotto licenza Creative Commons che permette di condividere l’articolo con il riconoscimento della prima pubblicazione su questa rivista.
b. Gli autori possono inoltre stabilire ulteriori direttive contrattuali per la distribuzione non esclusiva della versione del contributo pubblicata sulla rivista (es. ripubblicarlo in archivi istituzionali o in un volume), con uno specifico riconoscimento della prima pubblicazione su questa rivista. Chiediamo pertanto agli autori di contattarci nel caso di eventuali ripubblicazioni.
