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Main Title: A methodological framework for conducting multimodal rhetorical analyses of advertising films with ATLAS.ti
Author(s): Rossolatos, George
Type: Conference Object
Language: English
Language Code: en
Abstract: The aim of this paper is to present a novel methodological framework for analyzing the multimodal rhetorical structure of advertising films. By drawing on a corpus of 87 TV commercials from the world’s most valuable brands according to the BrandZ 2012 report and a resulting pool of 561 ad filmic segments, it will be shown how (i) TV ads may be segmented (ii) how individual segments may be coded with one or more verbo-visual rhetorical figures in the light of three distinctive levels of analysis (iii) how statistical output pertaining to the rhetorical structure of TV ads may be produced and interpreted. The filmic syntagms are segmented and coded by applying a rhetorical taxonomy of four operations and thirty-nine verbo-visual figures with the aid of ATLAS.ti 7 as content analytical tool. The exposition of the adopted rhetorical approach covers conceptual, methodological and interpretive areas, with view to yielding a coherent and holistic view of the technical issues involved in conducting multimodal rhetorical analyses of ad films with ATLAS.ti, while highlighting how ‘figurative competitive advantages’ may be yielded for brand discourses.
URI: urn:nbn:de:kobv:83-opus4-44257
Issue Date: 19-Jun-2014
Date Available: 19-Jun-2014
DDC Class: 300 Sozialwissenschaften
Subject(s): Advertising films
Content analysis
Film semiotics
Multimodal rhetoric
Sponsor/Funder: Max Planck Institute for the Study of Religious and Ethnic Diversity
Proceedings Title: ATLAS.ti User Conference 2013 : Fostering Dialog on Qualitative Methods ; Proceedings
Notes: It is part of ATLAS.ti User Conference 2013 : Fostering Dialog on Qualitative Methods Editor: Susanne Friese Berlin: Universitätsverlag der TU Berlin, 2014 ISBN 978-3-7983-2692-7 (composite publication) URN urn:nbn:de:kobv:83-opus4-51577 []
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