Interaktiva potentialer i kampanjtexter: En multimodal analys av H&M:s och Monki:s elektroniska nyhetsbrev
2024 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE credits
Student 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
2024-09-172024-08-282024-09-17Bibliographically approved