A Multimodal Analysis of Differences Between TV Commercials and Press Advertisements: A Discoursal Study of Persuasion-Seeking Strategies in the Mass Media

Hossein Vahid Dastjerdi, Sajad Davoudi-Mobarakeh, Mostafa Zare


This study reports the findings of a multimodal analysis seeking to find the differences between TV commercials and newspapers advertisements in the application of strategies which make those ads more and more persuasive. Regarding such strategies effort is made to find out which ones are more convincing and appealing to their receivers. The tools used in this study involved 40 tape-recorded TV commercials and 40 ads taken from two Iranian newspapers, Tehran Times and Iran Daily which are published in English as well as the American magazine of Newsweek. The persuasion techniques of each medium were first specified separately and then compared with the techniques used by the others. The main finding of the study was that strategies applied by producers of TV commercials are much more persuasive and impressive than those used by suppliers of advertisements in the press.

Key words: Multimodal analysis; TV commercials; Press advertisements; Persuasion


Multimodal analysis; TV commercials; Press advertisements; Persuasion

Full Text:


DOI: http://dx.doi.org/10.3968/n


  • There are currently no refbacks.

Copyright (c)

Share us to:   


Online Submissionhttp://cscanada.org/index.php/sll/submission/wizard


How to do online submission to another Journal?

If you have already registered in Journal A, then how can you submit another article to Journal B? It takes two steps to make it happen:

1. Register yourself in Journal B as an Author

Find the journal you want to submit to in CATEGORIES, click on “VIEW JOURNAL”, “Online Submissions”, “GO TO LOGIN” and “Edit My Profile”. Check “Author” on the “Edit Profile” page, then “Save”.

2. Submission

Go to “User Home”, and click on “Author” under the name of Journal B. You may start a New Submission by clicking on “CLICK HERE”.

We only use three mailboxes as follows to deal with issues about paper acceptance, payment and submission of electronic versions of our journals to databases: caooc@hotmail.com; sll@cscanada.net; sll@cscanada.org

 Articles published in Studies in Literature and Language are licensed under Creative Commons Attribution 4.0 (CC-BY).


Address: 1055 Rue Lucien-L'Allier, Unit #772, Montreal, QC H3G 3C4, Canada.
Telephone: 1-514-558 6138 
Website: Http://www.cscanada.net; Http://www.cscanada.org 
E-mailoffice@cscanada.net; office@cscanada.org; caooc@hotmail.com

Copyright © 2010 Canadian Academy of Oriental and Occidental Culture