Multimodal IT marketing discourse: An integrated approach investigation

Abstract

<jats:p>Websites of software vendors feature verbal and nonverbal means providing for a number of parameters to be taken into account in order to gain more comprehensive insights into the range and interplay of the means in use. This paper investigates the multimodal website marketing discourse of Microsoft , Oracle, and SAP relying on an approach which makes use of multimodal critical discourse analysis, pragmatics, and text linguistics. The integrated framework allows for consideration of the discourse-generating intention of the locutionary source, the discourse function, verbal content categories and audio-visual techniques employed in the nonverbal discourse contributing to the global category of ideologeme consisting of key ideas and aimed at the locutionary target. The intention of such discourse is to persuade consumers to purchase IT solutions which is manifested in the persuasive function. The textual content has been investigated in terms of a set of categories such as: the theme, including IT terms; tonality, made explicit through positively charged words and imperative sentences; time and space, emphasizing time saving efforts to deal with challenges enterprise-wide. The findings are similar to those revealed in the verbal content of customer testimonial videos, with audio-visual techniques such as invigorating music, company settings, contrast colors, etc. being alike. It is of particular interest that the linguistic means in these three marketing discourses are different only when it comes to metaphorical expressions. The global ideologeme is made explicit by urging customers to optimize data and feel IT-powered performance benefits. It is conveyed through multiple antitheses such as data challenges vs. one solution, previously vs. now, old vs. new, and slowly vs. fast. The antitheses in the three marketing discourses are similar as are the typical manifestations of categories and audio-visual techniques which may encourage further research in terms of making the specific discourse of a company stand out to its customers.</jats:p>

The Construction and Empirical Research of College English Multimodal Teaching from the Perspective of New Media

“…Published papers and books complete the theory of multimodal discourse analysis, providing research methods and theoretical basis for the study of multimodal discourse analysis theory. A framework for multimodal discourse analysis, based on analyzing the theory of multimodal discourse analysis, through the interpretation and analysis of the theoretical framework of systemic functional linguistics, is proposed [18].…”

B2B Videos for Sales Outreach General analysis and a model extension for product videos

“…In the video, customers highlight, from their point of view, their successful experience with the company's product or service (Jain, 2021). Testimonials are primarily narratives providing information about the company, the challenges the own business had to face, the implemented solution and benefits for the customer, and an outline of future perspectives for the company (Sokolova, 2020). They have an exceptionally high conversion rate, and more than 50 % of customers perceive the reviews and experiences of other customers as the most credible source of information about a product (Jain, 2021).…”