sh.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • sodertorns-hogskola-harvard.csl
  • sodertorns-hogskola-oxford.csl
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Interaktiva potentialer i kampanjtexter: En multimodal analys av H&M:s och Monki:s elektroniska nyhetsbrev
Södertörn University, School of Culture and Education.
2024 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Interactive potentials in promotional texts (English)
Abstract [en]

The aim of this study is to investigate, through a multimodal text analysis model, the semiotic resources that constitute the visual and verbal interactive potentials in the promotional texts of Swedish fashion companies H&M's and Monki's electronic newsletters. Specifically, the study closely examines the interpersonal potentials, informative versus emotional values, and the social and narrative appeals suggested by the verbal texts and visual images within the broader context of each newsletter’s perceived purpose. Data for this study was collected over a span of three weeks, during which I closely observed the general capacity and types of promotional texts communicated by the companies in this format. The analysis focuses particularly on the interpersonal meta-function and its interactive tendencies, organizing semiotic resources like eye gaze, framing, distance, angles, and perspective as the elements that most effectively engage and immerse the viewer in visual texts. While semiotic resources have the ability and agency to act independently with their own semiotic potentials, they can also complement each other and create more comprehensive messages when arranged together on a digital platform. The findings of the analysis suggest that these strategies and resources play significantly different roles, both directly and indirectly, in shaping the overall interaction and interpersonal relationship between the sender and the receiver of the newsletter. Considering that branding, business, and identity are interlinked facets of the promotional and consumerist culture most developed societies have today, it can be stated that H&M's and Monki's visual and verbal promotional communication directly reflects the respective target groups' identities and interests as well as it reflects the brands' creative identities and marketing operations on a global level. 

Place, publisher, year, edition, pages
2024. , p. 59
Keywords [sv]
kampanjtexter, elektroniska nyhetsbrev, multimodal analys, interpersonell analys, sociosemiotik, interaktion, tilltal, digital marknadsföring, mode
National Category
Languages and Literature
Identifiers
URN: urn:nbn:se:sh:diva-54621OAI: oai:DiVA.org:sh-54621DiVA, id: diva2:1892971
Subject / course
Swedish
Supervisors
Examiners
Available from: 2024-09-17 Created: 2024-08-28 Last updated: 2024-09-17Bibliographically approved

Open Access in DiVA

fulltext(8299 kB)146 downloads
File information
File name FULLTEXT02.pdfFile size 8299 kBChecksum SHA-512
4053f9a875ac7bbd1d0656ec2074f09e5a6cc2d5eb64b0c4f44db9bac951065eaf8a61dc09d1770f9a4417313b6150e2865f8b243cb2d3c65bf7473fdb860d1d
Type fulltextMimetype application/pdf

By organisation
School of Culture and Education
Languages and Literature

Search outside of DiVA

GoogleGoogle Scholar
Total: 146 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 150 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • sodertorns-hogskola-harvard.csl
  • sodertorns-hogskola-oxford.csl
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf