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

Zósimo López Pena

doi:10.25053/redufor.v5i15set/dez.2839

Authors

Zósimo López Pena International University of La Rioja (UNIR) https://orcid.org/0000-0001-6058-9003

DOI:

https://doi.org/10.25053/redufor.v5i15set/dez.2839

Keywords:

Advertising, Content Analysis, Secondary Education, Language

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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Author Biography

Zósimo López Pena, International University of La Rioja (UNIR)

Professor of Language Didactics at the International University of La Rioja (UNIR), Graduate in Hispanic Philology from the University of Santiago de Compostela. Diploma of Advanced Studies in Linguistics and Doctor in Communication and Creative Industries from the University of Santiago de Compostela. Since 2004 he has developed work activities related to teaching, research and advertising. He has been a visiting professor at the University of Verona and at the Universidade do Minho. He collaborates since 2016 with the research group GALABRA (Studies of the Galician, Portuguese, Brazilian and African cultural systems of the Portuguese language) of the University of Santiago de Compostela. His lines of research focus on communication in the Spanish language, the didactics of advertising communication in the Spanish language, discourse analysis and Multimodality.

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