Multimodalität in Fernsehwerbungen: Kontrastive Fallanalyse deutscher, italienischer und spanischer TV-Spots am Beispiel der Marke Knorr

Abstract

The term multimodality has become one of the fundamental categories which is used in text analysis, since texts are no longer seen as static monomodal verbal messages, but as multimodal structures, which include verbal, visual and auditory codes such as language, image, music and sound. These structures are called multimodal texts in linguistics and semiotics. TV commercials are one of the most examined multimodal text types in these two fields as they have a great potential for meaning making and for convincing people to buy a specific product or service. Moving towards a multimodal oriented theory, the aim of this studies to analyze and compare different TV advertisements of the same brand from food sector in three languages. The corpus is comprised ofKnorrTV commercials in German, Italian and Spanish. The analysis is based on multimodal oriented text semiotic methods. The results of the analysis will be presented separately for each language and comparatively interpreted by focusing on the similarities and differences between the three languages.