engleski

An analysis of smartphone commercials: multimodality and frames

This paper presents an analysis of elements and techniques that are used in smartphone commercials. The analysis was performed on 12 smartphone commercials (from seven smartphone brands) featured on YouTube and launched between the years 2010 and 2016. Using qualitative methods, the following common themes were found: accessibility, innovation, lifestyle and information. All of these themes make use of (multimodal) conceptual metaphors, metonymies, and conceptual integrations.

smartphone, advertisement, celebrities, endorsement, linguistics, multimodality, blend, metaphor

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