Multimodale Werbekommunikation – Theorie und Praxis

  • 1 Universität Salzburg, Anglistik und Amerikanistik, Akademiestraße 24, A-5020 Salzburg


The present contribution discusses the complex relations between advertising research (theory) and the making of advertising (practice). It argues that advertising theory may only be useful for the advertising agencies if the knowledge generated is practically relevant, accessible, comprehensible and the external conditions favour its application. Based on a concise assessment of the interrelationship between research and practice (2) and a careful examination of available theory – mainly from pragmatic linguistics and communication studies (3.1) – the paper suggests some promising ways of future advertising research, such as multimodal corpus analysis, contrastive stylistics, advertising history, professional writing, and empirical reception studies (3.2). The article also proposes and explains some key-principles of a methodology for contemporary and applied advertising research (3.3) including a multimodal and holistic perspective, an array of semiotic tools of analysis, a firm basis of transcription and a focus on motivating design decisions. Finally, the paper provides a multimodal sample analysis of a recent TV-commercial thus outlining a feasible methodology applicable to a number of practical purposes.

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The journal Zeitschrift für Angewandte Linguistik (ZfAL) is the official publication of the Gesellschaft für Angewandte Linguistik (GAL) [Society for Applied Linguistics]. It is one of the most important German journals in this field and appears biannually. ZfAL seeks to represent the entire field of applied linguistics and give impulses for the academic discourse in all of its subdisciplines.