Coercing through Visuals: A Multimodal Analysis of Select Hair-care Advertisements
Keywords:dvertisements, System Functional Linguistics,Visual Grammar
By its very nature, the discourse of advertising is persuasive. It employs a plethora of strategies to influence the inclinations and behavioral patterns of its target customers. The present paper attempts to study the non verbal strategies employed for persuasion and coercion in select shampoo advertisements in the Indian Print Media. It is said that a picture is worth a thousand words, keeping in view this expression, an image in advertising serves as an extremely vital medium for communicating the message at hand. When combined with the verbal medium, it works as a lethal weapon in accomplishing its goal, if executed with precision. In order to map the impact and meaning potential of the visuals used in the selected advertisements, Kress and Van Leeuwenâ€™s Visual Grammar (1996) has been used as a framework. They have established the system of their grammar based on M.A.K Hallidayâ€™s Systemic Functional Grammar and have in turn introduced a visual analysis which is also functional in nature. The verbal strategies are studied and interpreted using Hallidayan Functional Grammar. So, the present research aims to study the interplay of visual and verbal strategies employed in the genre of advertising.