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

Research output: Contribution to journalJournal articleResearchpeer-review

5 Citations (Scopus)

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 languageEnglish
JournalVisual Communication
Volume12
Issue number4
Pages (from-to)437-458
Number of pages12
ISSN1470-3572
DOIs
Publication statusPublished - 2013

Cite this

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title = "Cross-media communication in advertising: exploring multimodal connections between television commercials and websites",
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.",
keywords = "Advertising, communication, cross-media, mode, multimodal connections, television commercials, websites",
author = "Jessen, {Iben Bredahl} and Graakj{\ae}r, {Nicolai J{\o}rgensgaard}",
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language = "English",
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Cross-media communication in advertising: exploring multimodal connections between television commercials and websites. / Jessen, Iben Bredahl; Graakjær, Nicolai Jørgensgaard.

In: Visual Communication, Vol. 12, No. 4, 2013, p. 437-458.

Research output: Contribution to journalJournal articleResearchpeer-review

TY - JOUR

T1 - Cross-media communication in advertising: exploring multimodal connections between television commercials and websites

AU - Jessen, Iben Bredahl

AU - Graakjær, Nicolai Jørgensgaard

PY - 2013

Y1 - 2013

N2 - 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.

AB - 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.

KW - Advertising

KW - communication

KW - cross-media

KW - mode

KW - multimodal connections

KW - television commercials

KW - websites

U2 - 10.1177/1470357213497665

DO - 10.1177/1470357213497665

M3 - Journal article

VL - 12

SP - 437

EP - 458

JO - Visual Communication

JF - Visual Communication

SN - 1470-3572

IS - 4

ER -