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Building a Brand: A Multimodal Analysis of the Brand I Feel Slovenia
Ema Ivanuša, 2021, magistrsko delo

Opis: This master’s thesis aims to analyse how the brand I Feel Slovenia uses verbal and visual texts to present its brand identity to the audience on its official website. Specifically, it aims to investigate how this brand uses multimodal texts to convey its core values (“Slovenian green”, “pleasant excitement” and “the elemental”); how it builds a relationship with its audience; and how verbal and visual texts contribute to the overall meaning-making in the presentation of the brand. The study uses multimodal discourse analysis to analyse five multimodal texts, which consist of verbal texts and visual texts, taken from the official website of the brand I Feel Slovenia. Both verbal and visual texts were analysed in terms of register variables (field, tenor and mode) and their intermodal connections. The analysis has shown that both verbal and visual texts convey the core values of the brand differently but are equally important in their presentation. Both types of texts build a positive relationship with the audience through the use friendly-neutral language, positive aesthetic appreciation of nature and bright, saturated colours. Both verbal and visual texts are important in the meaning-making in the presentation of the brand, although the latter draw more attention to themselves due to their size and are thus the dominant components.
Ključne besede: branding, brand I Feel Slovenia, multimodal discourse analysis, register variables
Objavljeno v DKUM: 27.07.2021; Ogledov: 488; Prenosov: 52
.pdf Celotno besedilo (1,38 MB)

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