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

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DOI: http://dx.doi.org/10.3968%2Fj.sll.1923156320120402.3430


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