文章基本信息

标题：Multimodal analysis of advertising discourse during the lockdown due to COVID-19: Comparison of the communication strategies of financial services and automotive products in Spain
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作者：Claudia Lahuerta-Pujol ; Antonia Moreno-Cano ; Juan-Carlos Miguel 等
期刊名称：Communication & Society (Formerly Comunicación y Sociedad)
电子版ISSN：2386-7876
出版年度：2022
卷号：35
期号：1
页码：215-232
DOI：10.15581/003.35.1.215-232
语种：English
出版社：Universidad de Navarra
摘要：The goal of the following text is to analyze the changes in television advertising in the banking and automobile sectors, according to the social context. The hypothesis is that communication is significantly influenced by the situational context, causing differences between the advertising of the two sectors. A multimodal discourse analysis is used, comparing twenty commercials from the banking and automobile sectors in 2019 and 2020, the period during which the lockdown due to COVID-19 took place. Based on a qualitative and quantitative analysis tables were developed with which to analyze general data such as the value proposition or target audience of the advert, or other special data like the text (verb tenses, rhetorical figures…), the image and the sound used. The fact that context is decisive in communication is made evident, and since this is different in every sector, the communication strategy is clearly different as well. However, the points that the two sectors have in common are remarkable: these range from talking about brands and products, to speaking for and about people.
关键词：Discourse analysis;brand advertising;COVID-19;crisis communication;banking;automobile;emotional advertising