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

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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 languageEnglish
JournalVisual Communication
Issue number4
Pages (from-to)437-458
Number of pages12
Publication statusPublished - 2013

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