Innovative Language Use In Multimodal Discourses: A Case Study Of The Always Television Advertisement

Abstract: Modern technological advancements have led to great innovations in language use in multimodal discourses. Innovation is one way of transforming the resources of an enterprise through the creativity of people into new resources and wealth. Language in television advertisements uses verbal and visual modes of signification to craft their discourses and it is a rich site from which to observe the creative application of multimodality. This poses challenges to viewers because in multimodal discourses, viewers are faced with the changing phenomenon in which language per se is being displaced by sound and image, taking over tasks associated with the role of language. It is this synergy across semiotic modalities that we analyze in one Always sanitary pad advertisement that appeared in Kenyan television channels in the years 2011-2012. The objectives of this study are: to examine the modes of signification in the Always advertisement, to determine how the language of the Always advertisement appeals to viewers and to explain the innovations in the language use in the Always advertisement. This paper uses Kress and Van Leeuwen (1996) theory of Multimodal Discourse Analysis to examine the modes of signification in a multimodal discourse in relation to consumer responses. It involves a content analysis of the advertisement against the backdrop of viewers responses to a related questionnaire. Findings reveal that modes of signification include colour, distance, gaze, gestures, graphics and music, all of which work in complementarity to craft the advertisement discourse. Advertisements influence consumer culture and serve the interests of the producers. In this paper the author posits that television advertisements are effective in eliciting the desired responses from viewers thus promoting consumerism and globalization. The paper thus advises television viewers to be wary of the subtle manipulations of multimodal discourse which serve only the interests of advertisers.

Keywords: advertisements, gaze, innovation, multimodality, visual semiotics