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This article investigates multimodal textuality in mobile advertising based on four Tinder ad campaigns. First, the article outlines theoretical approaches to the analysis of multimodal text with a special focus on mobile advertising. By highlighting formal and functional characteristics of the ad campaigns, the article then shows how different modes are used to create interactive advertisements to communicate with the app user and to promote products. The analysis illustrates how advertisers try to steer participation but also how the app user becomes a crucial part of this type of multimodal text. The article also draws comparison to other forms of multimodal text and gives an outlook on future research perspectives. Merja Hrsg.
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This article investigates multimodal textuality in mobile advertising based on four Tinder ad campaigns. First, the article outlines theoretical approaches to the analysis of multimodal text with a special focus on mobile advertising. By highlighting formal and functional characteristics of the ad campaigns, the article then shows how different modes are used to create interactive advertisements to communicate with the app user and to promote products.
The analysis illustrates how advertisers try to steer participation but also how the app user becomes a crucial part of this type of multimodal text.
The article also draws comparison to other forms of multimodal text and gives an outlook on future research perspectives. Merja Hrsg. An International Handbook. Berlin: De Gruyter Mouton, — London, New York: Routledge, — Contemporary Issues and Challenges.
New York: Routledge, — Studien zu multimodalen Texten. Sprache im Kontext Frankfurt am Main et al. Germanistische Linguistik Eine thesenhafte Darstellung. Traditionen, Transformationen, Trends. Berlin: Walter de Gruyter, 97— The Impact of Interactivity.
Theory and Research. Holland, Heinrich : Dialogmarketing. Janich, Nina Hrsg. Janich, Nina : Werbesprache. Ein Arbeitsbuch. Mit einem Beitrag von Jens Runkehl.
The Diffusion of an Online Social Network. Linguistische Typologien der Kommunikation. De Gruyter Lexikon. Berlin, New York: Walter de Gruyter, — Lange, Katharina : Mobile Marketing. Strategisches Marketingmanagement Studies in Language Companion Series Amsterdam, Philadelphia: Benjamins, — Rieber, Daniel : Mobile Marketing.
Grundlagen, Strategien, Instrumente. Wiesbaden: Springer Gabler. Sprache und Kommunikation im Internet. Wissenschaft und Kunst Berlin, Boston: De Gruyter Mouton, 3— Amsterdam, Philadelphia: Benjamins, 95— Werbewirkungsforschung als angewandte Persuasionsforschung. Wiesbaden: Springer VS, — Since its founding in , Lebende Sprachen [Living Languages] has been the leading German journal for foreign languages in research and practice.
It contains articles and reviews on language in general and also covers topics on specific languages and cultures, living languages and the life of language. Open Access. About Us. English Deutsch. Sign In Create Profile. Advanced Search Help.
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