A Multimodal Semiotic Analysis of Digital Advertisements

Abstract

Advertising has progressed into a multi-assisted communication. More specifically, digital advertising has undergone great transformations. It is mainly based on various modes for achieving successful promotion. Using multimodality is one of its dominant characteristics. Advertisements make use of different kinds multimodal semiotic modes: that is, audio-visual, written, spatial…,etc. Therefore, this paper applied a multimodal semiotic approach to analyze eight commercial and non-commercial digital advertisements. Kress and Van Leeuwan's (1996) and Kress's (2006) model for interpreting visual signs was used to show how visual and verbal signs are interrelated with each other to make meaning. The three meta-functions of representational, interactional and compositional meaning helped the researcher understand the meaning conveyed through different semiotic modes combined with verbal elements in context. Each semiotic element in context is meaningful and enhances the persuasiveness and attractiveness of the image. It was concluded that the integration of both linguistic and semiotic elements in these visuals (i.e. digital ads) was of great asset in the meaning-making process.