Search results for "Guilt appeals"

A multimodal analysis of facework strategies in a corpus of charity ads on British television

2013

Abstract The aim of this article is to carry out a qualitative multimodal analysis of the codification of verbal and non-verbal politeness strategies in a sub-corpus of five charity commercials aired on British television. Brown and Levinson's (1987) verbal politeness strategies are taken as a starting point together with a detailed analysis of facework that is realized through paralinguistic and extralinguistic modes of communication ( Kress and van Leeuwen, 2006 , Machin, 2010 ). In what we have identified as the problem phase of the commercial, our analysis has revealed that advertisers deliberately attempt to create threats to the viewer's positive and negative face by making him/her fe…