A MULTIMODAL DISCOURSE ANALYSIS TOWARDS IN-GAME ADVERTISING
Keywords:
Multimodal Discourse Analysis, Semiotic, In-Game AdvertisingAbstract
he concept of multimodality is examined within the fields of linguistics and semiotics. The term refers to the combination of many semiotic modes, such as language and music, within a communication. In this study investigates the modes and functions of interactive functions in in-game advertising using a multimodal discourse analysis approach. The data consists of screen captures from the Cat and Soup game's in-game advertising. The multimodality of in-game advertising consists of linguistic, visual, and gestural modalities, as well as an interactive function in terms of contact, social distance, and point of view, which establishes connections between the character and the viewer.References
S. Strauss and P. Feiz, Discourse Analysis, 1st ed. 711 Third Avenue, New York, NY 10017: Routledge, 2014.
K. Danielsson and S. Selander, “Semiotic Modes and Representations of Knowledge,” in Multimodal Texts in Disciplinary Education, Springer International Publishing, 2021, pp. 17–23. doi: 10.1007/978-3-030-63960-0_3.
R. H. Jones, “Discourse Analysis Analysis resource book for students,” 2018.
T. Weimin, “A Multimodal Discourse Analysis Of Video Games: A Ludonarrative Model,” 2015.
B. Sennie, “A Multimodal Analysis Of Religious Posters In Ghana,” 2023. [Online]. Available: https://culingua.bunghatta.ac.id/
Geoff Bull and Michele Anstey, Evolving Pedagogies: Reading and writing in a multimodal world. Education Services Australia Limited, 2011.
M. Yang, D. R. Roskos-Ewoldsen, L. Dinu, and L. M. Arpan, “The effectiveness of ‘in-game’ advertising comparing college students’ explicit and implicit memory for brand names,” J Advert, vol. 35, no. 4, pp. 143–152, Dec. 2006, doi: 10.2753/JOA0091-3367350410.
D. Muriel and G. Crawford, Video games as culture: Considering the role and importance of video games in contemporary society. Taylor and Francis, 2018. doi: 10.4324/9781315622743.
Phillip Kotler, “Prinsip-prinsip Pemasaran Edisi 12 Jilid.” https://doku.pub/download/prinsip-prinsip-pemasaran-edisi-12-jilid-1-philip-kotlerpdf-oq1nj4dwrp02 (accessed Oct. 17, 2022).
G. Kress and T. van Leeuwen, Reading Image, Kress and Leuuwen, 2nd ed. 270 Madison Ave, NewYork, NY 10016: Routledge, 2006.
K. L. O’Halloran, Multimodal Discourse Analysis. 2011.
S. B. Merriam, “Qualitative Research A Guide to Design and Implementation Revised and Expanded from Qualitative Research and Case Study Applications in Education,” 2009.
Downloads
Published
Issue
Section
License
Copyright (c) 2023 http://creativecommons.org/licenses/by/4.0/
This work is licensed under a Creative Commons Attribution 4.0 International License.
