Multimodality In Shopee Advertisement

The research entitled, “Multimodality in Shopee Advertisement” aims to analyze the TV commercial, Shopee, endorsed by the famous Filipina actress and host, Anne Curtis-Smith. Specifically, it aims to analyze the meaning of the verbal and visual elements found in the Shopee advertisement. The researcher employed a Multimodal Critical Discourse Analysis by Kress and van Leeuwen together with Bateman and Schmidt’s Multimodal Aspects to assess the meaning of the verbal and visual elements found in both original and commercial parody.

Authors

Publication Details

Journal
International Journal For Multidisciplinary Research
Published
2025-08-04
DOI
https://doi.org/10.36948/ijfmr.2025.v07i04.52845
Primary Topic
Discourse Analysis in Language Studies
Type
article
Field-Weighted Citation Impact
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article

Multimodality In Shopee Advertisement

Katrina Macapala
International Journal For Multidisciplinary Research
Discourse Analysis in Language Studies
article

Multimodality In Shopee Advertisement

Katrina Macapala
article en

Abstract

The research entitled, “Multimodality in Shopee Advertisement” aims to analyze the TV commercial, Shopee, endorsed by the famous Filipina actress and host, Anne Curtis-Smith. Specifically, it aims to analyze the meaning of the verbal and visual elements found in the Shopee advertisement. The researcher employed a Multimodal Critical Discourse Analysis by Kress and van Leeuwen together with Bateman and Schmidt’s Multimodal Aspects to assess the meaning of the verbal and visual elements found in both original and commercial parody.

International Journal For Multidisciplinary ResearchVol. 7(4)
Openalex Percentile: Top 78%
Discourse Analysis in Language Studies
DOIOpen Access PDFOpenAlex
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Multimodality In Shopee Advertisement — Katrina Macapala · International Journal For Multidisciplinary Research (2025) | TGRS Research Map | TGRS