Cross-media communication in advertising: exploring multimodal connections between television commercials and websites

被引：7

作者：

Jessen, Iben Bredahl ^{[1
]}

Graakjaer, Nicolai Jorgensgaard ^{[1
]}

机构：

[1] Aalborg Univ, Dept Commun & Psychol, DK-9000 Aalborg, Denmark

来源：

VISUAL COMMUNICATION | 2013年 / 12卷 / 04期

关键词：

Advertising; communication; cross-media; mode; multimodal connections; television commercials; websites; INTERNET;

D O I：

10.1177/1470357213497665

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

The aim of this article is to advance current understandings of cross-media communication in advertising. The study is based on a sample of 80 television commercials and their announced websites, and the article is inspired by recent studies of cross-media advertising effectiveness as well as semiotic perspectives on multimodal analysis. The authors present three dimensions to be considered when examining multimodal connections between television commercials and websites: announcements, participants and address strategy. These dimensions are brought together in an analytical framework that can serve as inspiration for further research on cross-media communication in advertising and possibly in other types of communication.

引用

页码：437 / 458

页数：22

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