The multimodal analysis of the audiovisual advertisement for the Spanish Language and Literature classroom in Secondary Education and Baccalaureate

• Autor(a) principal: Pena, Zósimo López
• Data de Publicação: 2020
• Tipo de documento: Artigo
• Idioma: spa; por
• Título da fonte: Educação & Formação (Fortaleza)
• Texto Completo: https://revistas.uece.br/index.php/redufor/article/view/2839
• topic: Publicidade; Análise de Conteúdo; Educação Secundária; Língua; Advertising, Content Analysis, Secondary Education, Language; Publicidad, Análisis de contenido, Educación Secundaria, Lengua; Mensaje publicitario; Multimodalidad; Análisis multimodal; Lengua y Literatura Castellana; Educación Secundaria y Bachillerato

The aim of this article is to propose a methodology for the analysis and understanding of advertising messages in the Spanish Language and Literature classroom during Secondary Education and High School in Spain. Given the semiotic complexity of this type of message, this paper proposes the possibility of carrying out a multimodal analysis that will allow us to unravel the different modes that make up the message and thus reach its overall meaning. In order to achieve this objective, we will first present a section in which we will point out the need to find new forms of analysis for the different forms of advertising. Then, we will propose a theoretical framework around the concept of multimodality and the type of analysis that derives from this discipline. Finally, we will propose the theoretical bases on which to make a multimodal analysis of an audiovisual advertisement.