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A Multimodal Critical Discourse Analysis of Online Soft Drink Advertisements

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dc.contributor.authorSuphaborwornrat, Waluga
dc.contributor.authorPunkasirikul, Piyaporn
dc.date.accessioned2023-12-14T17:16:51Z
dc.date.available2023-12-14T17:16:51Z
dc.date.issued2022
dc.date.issuedBE2565
dc.description.abstractThe objectives of this study are to investigate verbal and visual semiotic resources employed as well as the cultural aspects embedded in the online soft drink advertisements. The data of this study was selected from the U.S. official soft drink brand Coca-Cola Instagram account (@cocacola), and a total of 58 advertisements were analyzed. Three analytical frameworks were employed to analyze the data. First, Nilsen (1979)’s phonetic devices framework was used for verbal resources analysis. Second, Kress & van Leeuwen (2006)’s and Harrison (2008)’s social semiotics frameworks were adapted for analyzing visual resources. Third, Hofstede et al. (2010)’s cultural dimensional model was employed to discuss the cultural aspects in the advertisements. The analysis of the verbal resources in the advertisements reveal two types of phonetic devices: alliteration and assonance. For the visual analysis, the advertisements tend to use the brand’s color, red, instead of a logo to make the brand memorable. The representative participants (RP)’ positions and gazes also give the sense of equality between the viewers and the brand. Most of the advertisements use visual resources that complement the verbal resources in order for the advertisements to be coherent as well as being able to convey the embedded cultural aspects. Two cultural aspects out of six were found: masculinity and indulgence. In addition, the study also found religious aspects embedded in the data.
dc.identifier.issn2630-0672 (Print), 2672-9431 (Online)
dc.identifier.urihttps://harrt.in.th/handle/123456789/1894
dc.language.isoen
dc.publisherLanguage Institute, Thammasat University
dc.publisher.placePranakorn, Bangkok
dc.subjectการวิเคราะห์วาทกรรมเชิงวิพากษ์
dc.subjectโฆษณาออนไลน์
dc.subjectสื่อหลากหลายรูปแบบ
dc.subjectCultural Dimensions;Multimodalcritical Discourse Analysis;Online Soft Drinkadvertisements;Phonetic Devices;Social Semiotics
dc.subject.isced0232 วรรณคดีและภาษาศาสตร์
dc.subject.oecd6.2 ภาษาและวรรณคดี
dc.titleA Multimodal Critical Discourse Analysis of Online Soft Drink Advertisements
dc.typeบทความวารสาร (Journal Article)
dspace.entity.typePublication
harrt.itemID426
harrt.researchAreaภาษาศาสตร์ภาษาอังกฤษ
harrt.researchGroupภาษาอังกฤษ
harrt.researchTheme.1วัจนปฏิบัติศาสตร์/ปริจเฉทวิเคราะห์/วาทกรรมวิเคราะห์ (Pragmatics/Discourse Analysis)
mods.location.urlhttps://so04.tci-thaijo.org/index.php/LEARN/article/view/256741
oaire.citation.endPage653
oaire.citation.issue1
oaire.citation.startPage627
oaire.citation.titleLEARN Journal: Language Education and Acquisition Research Network
oaire.citation.volume15
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