Abstract
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.
| Original language | English |
|---|---|
| Journal | Visual Communication |
| Volume | 12 |
| Issue number | 4 |
| Pages (from-to) | 437-458 |
| Number of pages | 12 |
| ISSN | 1470-3572 |
| DOIs | |
| Publication status | Published - 2013 |