El análisis multimodal del anuncio publicitario audiovisual para el aula de Lengua Castellana y Literatura en Educación Secundaria y Bachillerato

  1. Zósimo López Pena
Journal:
Educação & Formação

ISSN: 2448-3583

Year of publication: 2020

Volume: 5

Issue: 3

Pages: 19

Type: Article

DOI: 10.25053/REDUFOR.V5I15SET/DEZ.2839 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Educação & Formação

Abstract

The aim of this article is to propose a methodology for the analysis and understanding of advertising messages in the Spanish Language and Literature classroom during Secondary Education and High School in Spain. Given the semiotic complexity of this type of message, this paper proposes the possibility of carrying out a multimodal analysis that will allow us to unravel the different modes that make up the message and thus reach its overall meaning. In order to achieve this objective, we will first present a section in which we will point out the need to find new forms of analysis for the different forms of advertising. Then, we will propose a theoretical framework around the concept of multimodality and the type of analysis that derives from this discipline. Finally, we will propose the theoretical bases on which to make a multimodal analysis of an audiovisual advertisement.

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