Persuasion Through Multimodality in Advertisements

This study examines the persuasive and appealing multi-modes created in advertisements by advertisers, as well as how they convince and affect viewers and buyers. This research focuses on the signs, symbols, and multimodality. For this purpose, Multi-modal Discourse Analysis (MDA) of Kress & Leeuwen, (1996) is employed as a framework in order to analyze the advertisements. There are three basic functions namely compositional, interactional, and representational that affect the other components in the photos in a certain way. Moreover, Random sampling technique is used to collect the data for this study. The collected data is analyzed in terms of semiotics and multimodality and it has focused on the font size, boldness, and capitalization that is used in the selected advertisements. The findings give customers an insight into the advertising strategies used by the advertising agencies.