Multimodality’s challenge to marketing theory: a discussion

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aut.relation.articlenumber5
aut.relation.endpage323
aut.relation.issueIssue 3
aut.relation.pages18
aut.relation.startpage305
aut.relation.volumeVolume 1
aut.researcherNorris, Sigrid
dc.contributor.authorWhite, P
dc.contributor.editorNorris, S
dc.date.accessioned2013-03-24T23:37:10Z
dc.date.available2013-03-24T23:37:10Z
dc.date.copyright2012-11
dc.date.issued2012-11
dc.description.abstractThis discussion challenges conventional marketing theory regarding posters and billboards in the twenty first century. It argues against the prevailing dogmatic statement that a poster or billboard must communicate its message in mere seconds (Drewniarny and Jewler 2011). It also points out that convergence of traditional media with new communication technologies is challenging the notion that posters and billboards are still most often viewed from a distance by passers-by (Arens 2004). In contrast, it proposes that assessing how people interact with billboards and posters from a mediated and multimodal discourse perspective is more useful. This involves looking at posters and billboards when they are actually in use rather than considering them only as they are present in the environment. The modal density foreground-background continuum (Norris 2004), the concept of a site of attention (Jones 2005) and the idea of the communicative space (White 2012) are multimodal discourse methodology tools that prove particularly illuminating in this context. While no empirical data is analysed as part of this discussion, mediated and multimodal discourse analysis of two specific examples from previous studies serves to illustrate the points made here.
dc.identifier.citationMultimodal Communication, Volume 1 (Issue 3), pp.305 - 323 (18)
dc.identifier.urihttps://hdl.handle.net/10292/5237
dc.languageEnglish
dc.publisherAUT Multimodal Research Centre
dc.relation.urihttp://multimodalcommunication.com/?q=tc13
dc.rightsAuckland University of Technology (AUT) encourages public access to AUT information and supports the legal use of copyright material in accordance with the Copyright Act 1994 (the Act) and the Privacy Act 1993. Unless otherwise stated, copyright material contained on this site may be in the intellectual property of AUT, a member of staff or third parties. Any commercial exploitation of this material is expressly prohibited without the written permission of the owner.
dc.rights.accessrightsOpenAccess
dc.subjectAttention
dc.subjectSites of engagement
dc.subjectSites of attention
dc.subjectMeadiational means
dc.titleMultimodality’s challenge to marketing theory: a discussion
dc.typeJournal Article
pubs.elements-id132821
pubs.organisational-data/AUT
pubs.organisational-data/AUT/Design & Creative Technologies
pubs.organisational-data/AUT/Design & Creative Technologies/School of Communication Studies
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