The academic paper titled "Multimodal Analysis of Hyatt's Video Commercial 'Perfectly Yours'" by Aayesha Sagir Khan and Samar Alnmer focuses on the multimodal analysis of a Hyatt video commercial, specifically examining how different semiotic modes are employed to convey the message of the advertisement effectively. The primary focus of the paper is to bridge the gap between theoretical understanding of metaphor as an intellectual mechanism and its practical application in advertising, with a specific emphasis on the Hyatt commercial.
The purpose of the study is to explore how multimodal elements—such as visual, textual, and audial modes—are used in the Hyatt commercial to optimize its persuasive potential. The scope of the study includes an in-depth analysis of these elements to understand their contribution to the overall effectiveness of the advertisement in terms of human cognition, emotional response, and cultural nuances.
The methodology employed in the study is based on Multimodal Critical Discourse Analysis (MCDA), utilizing Fairclough’s model of critical discourse analysis in multimodality. The research follows a qualitative approach, examining the connection between various semiotic modes within the advertisement. The authors focus on six primary modes—linguistic, audio, spatial, oral, visual, and gestural—to analyze the multimodal presentation of the Hyatt commercial.
Key findings from the research reveal that the Hyatt commercial strategically utilizes multimodal elements to convey a message of personalized and customer-centric service. The visual modes, including colors and settings, are designed to resonate with the cultural context of Indian weddings, while the audio elements, such as background music, enhance the emotional impact of the advertisement. The study highlights how the advertisement balances the delicate interplay between creativity and clarity, ensuring that the audience grasps the core message.
The paper concludes that the Hyatt commercial successfully employs multimodal discourse strategies to create a compelling and memorable narrative. The use of Fairclough’s three-dimensional framework allows for a nuanced understanding of how the advertisement operates within a cultural and societal context. The findings emphasize the importance of integrating various semiotic modes to enhance the persuasive power of advertising, particularly in culturally rich contexts like Indian weddings. The study's implications suggest that educators should emphasize visual literacy and media analysis in their teaching to enable students to navigate and contribute effectively to the multimodal communication landscape.