Mode, the hub of multimodality: A case study of Oral-B® Toothpaste advertising
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Tipo de documento: | preprint |
Idioma: | eng |
Título da fonte: | SciELO Preprints |
Texto Completo: | https://preprints.scielo.org/index.php/scielo/preprint/view/3896 |
Resumo: | This study investigates the nature of modal constructs in advertising commercial, operational in Oral-B® Toothpaste, to explain the mechanistic integration of modes, unified to generate holistic meaning. With the application of the mood system and kinesics concepts, the author is able to interpret the video for readers. Besides using statistical substances (tables and graphs) to explore the modes, one observes fragmentation of structures of some linguistic items such as The answer?, Easy, still fresh and strong. Repetition is a concern, where the communicator deploys the generic You, your teeth, and your mouth for a reason of emphasis. Communicative devices such as strong and healthy, and long lasting fresh breath (feeling) are details, exemplifying the Oral-B’s 2-IN-1 qualities. Gestural modes of smiling, observed in a repetitive speeches of Smile, Smile, Smile, and intimate and personal distances augment meanings as Social Actors 1 and 2 are indexical participants. Metaphorical professional actors and the dual 2-IN-1 features characterize the communication, projecting interchangeability. The advertisement is fascinating; yet, the metaphor of interchangeability could have been simplified for a purpose of sensitizing the illiterate. |
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Mode, the hub of multimodality: A case study of Oral-B® Toothpaste advertisingMode, o hub da multimodalidade: um estudo de caso da publicidade do creme dental Oral-B®publicidadeimagemLinguagemmultimodalidaderecurso semióticoAdvertisingimagelanguagemultimodalitysemiotic resource This study investigates the nature of modal constructs in advertising commercial, operational in Oral-B® Toothpaste, to explain the mechanistic integration of modes, unified to generate holistic meaning. With the application of the mood system and kinesics concepts, the author is able to interpret the video for readers. Besides using statistical substances (tables and graphs) to explore the modes, one observes fragmentation of structures of some linguistic items such as The answer?, Easy, still fresh and strong. Repetition is a concern, where the communicator deploys the generic You, your teeth, and your mouth for a reason of emphasis. Communicative devices such as strong and healthy, and long lasting fresh breath (feeling) are details, exemplifying the Oral-B’s 2-IN-1 qualities. Gestural modes of smiling, observed in a repetitive speeches of Smile, Smile, Smile, and intimate and personal distances augment meanings as Social Actors 1 and 2 are indexical participants. Metaphorical professional actors and the dual 2-IN-1 features characterize the communication, projecting interchangeability. The advertisement is fascinating; yet, the metaphor of interchangeability could have been simplified for a purpose of sensitizing the illiterate. Este estudo investiga a natureza dos construtos modais em publicidade comercial, operacional no creme dental Oral-B®, para explicar a integração mecanística de modos, unificados para gerar significado holístico. Com a aplicação do sistema de humor e dos conceitos cinésicos, o autor consegue interpretar o vídeo para os leitores. Além de utilizar substâncias estatísticas (tabelas e gráficos) para explorar os modos, observa-se a fragmentação das estruturas de alguns itens linguísticos como A resposta ?, Fácil, ainda atual e forte. A repetição é uma preocupação, onde o comunicador implanta os genéricos Você, seus dentes e sua boca em razão de ênfase. Dispositivos comunicativos, como hálito fresco e duradouro (sensação), são detalhes exemplificando as qualidades 2-EM-1 do Oral-B. Os modos gestuais de sorrir, observados em discursos repetitivos de Sorriso, Sorriso, Sorriso e distâncias íntimas e pessoais aumentam os significados, visto que os Atores Sociais 1 e 2 são participantes indexicais. Atores profissionais metafóricos e as características dual 2-IN-1 caracterizam a comunicação, projetando intercambiabilidade. O anúncio é fascinante; no entanto, a metáfora da intercambialidade poderia ter sido simplificada para sensibilizar os analfabetos. SciELO PreprintsSciELO PreprintsSciELO Preprints2022-04-19info:eu-repo/semantics/preprintinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://preprints.scielo.org/index.php/scielo/preprint/view/389610.1590/1678-460x202153786enghttps://preprints.scielo.org/index.php/scielo/article/view/3896/7274Copyright (c) 2022 Taofeek O. Dalamuhttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessDalamu, Taofeek O.reponame:SciELO Preprintsinstname:SciELOinstacron:SCI2022-04-19T17:35:00Zoai:ops.preprints.scielo.org:preprint/3896Servidor de preprintshttps://preprints.scielo.org/index.php/scieloONGhttps://preprints.scielo.org/index.php/scielo/oaiscielo.submission@scielo.orgopendoar:2022-04-19T17:35SciELO Preprints - SciELOfalse |
dc.title.none.fl_str_mv |
Mode, the hub of multimodality: A case study of Oral-B® Toothpaste advertising Mode, o hub da multimodalidade: um estudo de caso da publicidade do creme dental Oral-B® |
title |
Mode, the hub of multimodality: A case study of Oral-B® Toothpaste advertising |
spellingShingle |
Mode, the hub of multimodality: A case study of Oral-B® Toothpaste advertising Dalamu, Taofeek O. publicidade imagem Linguagem multimodalidade recurso semiótico Advertising image language multimodality semiotic resource |
title_short |
Mode, the hub of multimodality: A case study of Oral-B® Toothpaste advertising |
title_full |
Mode, the hub of multimodality: A case study of Oral-B® Toothpaste advertising |
title_fullStr |
Mode, the hub of multimodality: A case study of Oral-B® Toothpaste advertising |
title_full_unstemmed |
Mode, the hub of multimodality: A case study of Oral-B® Toothpaste advertising |
title_sort |
Mode, the hub of multimodality: A case study of Oral-B® Toothpaste advertising |
author |
Dalamu, Taofeek O. |
author_facet |
Dalamu, Taofeek O. |
author_role |
author |
dc.contributor.author.fl_str_mv |
Dalamu, Taofeek O. |
dc.subject.por.fl_str_mv |
publicidade imagem Linguagem multimodalidade recurso semiótico Advertising image language multimodality semiotic resource |
topic |
publicidade imagem Linguagem multimodalidade recurso semiótico Advertising image language multimodality semiotic resource |
description |
This study investigates the nature of modal constructs in advertising commercial, operational in Oral-B® Toothpaste, to explain the mechanistic integration of modes, unified to generate holistic meaning. With the application of the mood system and kinesics concepts, the author is able to interpret the video for readers. Besides using statistical substances (tables and graphs) to explore the modes, one observes fragmentation of structures of some linguistic items such as The answer?, Easy, still fresh and strong. Repetition is a concern, where the communicator deploys the generic You, your teeth, and your mouth for a reason of emphasis. Communicative devices such as strong and healthy, and long lasting fresh breath (feeling) are details, exemplifying the Oral-B’s 2-IN-1 qualities. Gestural modes of smiling, observed in a repetitive speeches of Smile, Smile, Smile, and intimate and personal distances augment meanings as Social Actors 1 and 2 are indexical participants. Metaphorical professional actors and the dual 2-IN-1 features characterize the communication, projecting interchangeability. The advertisement is fascinating; yet, the metaphor of interchangeability could have been simplified for a purpose of sensitizing the illiterate. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-04-19 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/preprint info:eu-repo/semantics/publishedVersion |
format |
preprint |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://preprints.scielo.org/index.php/scielo/preprint/view/3896 10.1590/1678-460x202153786 |
url |
https://preprints.scielo.org/index.php/scielo/preprint/view/3896 |
identifier_str_mv |
10.1590/1678-460x202153786 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://preprints.scielo.org/index.php/scielo/article/view/3896/7274 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2022 Taofeek O. Dalamu https://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2022 Taofeek O. Dalamu https://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
SciELO Preprints SciELO Preprints SciELO Preprints |
publisher.none.fl_str_mv |
SciELO Preprints SciELO Preprints SciELO Preprints |
dc.source.none.fl_str_mv |
reponame:SciELO Preprints instname:SciELO instacron:SCI |
instname_str |
SciELO |
instacron_str |
SCI |
institution |
SCI |
reponame_str |
SciELO Preprints |
collection |
SciELO Preprints |
repository.name.fl_str_mv |
SciELO Preprints - SciELO |
repository.mail.fl_str_mv |
scielo.submission@scielo.org |
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1797047827958857728 |