A Multimodal Analysis Using an Exemplar from Japanese Television Advertising

Authors

Noel Murray, Chapman UniversityFollow

Document Type

Article

Publication Date

2-4-2020

Abstract

A multimodal analysis is used to investigate for the presence of situated meanings of uchi/soto in Japanese advertising. The analysis supports the proposition that discourses of gendered relations of uchi/soto may be found in contemporary Japanese television advertising. The article argues that relations of uchi/soto provide a unique window into Japanese consumption behavior. I advocate for multimodal critical discourse analysis as a preferred methodology and theoretical framework for multimodal advertising research applications. I discuss social and economic implications of reproducing gendered relations of uchi/soto in advertising and offer suggestions for future research on situated meanings.

Comments

This article was originally published in Athens Journal of Mass Media and Communications, volume 7, in 2020. https://doi.org/10.30958/ajmmc.X-Y-Z

Recommended Citation

Murray, N. (2020). A multimodal analysis using an exemplar from Japanese television advertising. Athens Journal of Mass Media and Communications, 7, 1-15. https://doi.org/10.30958/ajmmc.X-Y-Z

Peer Reviewed

1

Copyright

The author

Creative Commons License

This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License