A multimodal analysis of british television commercials and their Influence in the audience

2018

Abstract A MULTIMODAL ANALYSIS OF BRITISH TELEVISION COMMERCIALS AND THEIR INFLUENCE IN THE AUDIENCE Advertising has been among us since ancient times; but since the beginning of the Industrial Revolution —middle of the XIX century— advertising grew at the same rate as the industrial activity did. Today, most people are constantly exposed to its messages and it is an activity for which companies spend large amounts of money. This shows that it has an impact on sales, making it a key activity in the capitalist machinery. One may wonder what makes advertising so effective. Hitherto, there have been a multitude of studies about what makes advertising such a skilful tool in convincing people. I…