Data analysis exercise: multtimodal discourse analysis

STEP-I: Watch the following video and take notes on the message that the advertisement is trying to convey and  the utilization of different modalities that help them to construct and convey the aimed message (speech, rhetorical voices, music, colors, stereotyping, actions, other visuals, background noises, etc.).

▪ Video link:



STEP-II: Create a 3-4 page written analysis of the advertisement by answering the following questions.

▪ Q-1: What type of narrative (or narrative of femininity) or message has been constructed and told in the advertisement? Has there been any changes in the narrative from the beginning to the end of the advertisement? Any changes in footing?

▪ Q-2: How this message and story has been co-constructed and told through the use of multiple modalities in the ad? Analyze the use of different modalities in constructing the aimed message in the advertisement (Make sure to refer to the following in your analysis: word choices, prosodic features, colors in the scene, clothing style changes, setting, changes in the setting, background noises, voices (i.e. male-female, inner-outer, etc.), participants (who they are, their life histories, etc.), music, other visuals, nonverbal cues)                                                                                                                                                                                 

-The final data analysis report will be 3-4 pages, double-spaced, 1-inch margins, 11-12pt 

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