A multimodal discourse analysis of visual and verbal elements in English digital advertising targeting Gen-Z consumers
Yifan Luo
Xi'an Fanyi University
DOI: https://doi.org/10.59429/esta.v12i4.12662
Keywords: generation Z consumers; English digital advertising; multimodal discourse analysis; visual elements; linguistic elements
Abstract
This paper focuses on English digital advertising targeting Generation Z consumers, employing multimodal discourse analysis theory to delve into the collaborative role of visual and linguistic elements, as well as the mechanisms of discourse construction.Through the study of numerous advertising samples, it reveals the unique advantages of visual elements in capturing attention and conveying emotions, along with the pivotal role of linguistic elements in precisely conveying information and guiding consumer behavior.The research ffnds that successful English digital advertisements often skillfully integrate visual and linguistic elements, forming a powerful and persuasive multimodal discourse system to meet Generation Z consumers' pursuit of individuality and emphasis on experience.
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