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CONTENTS

Notes on Contributors

Preface

1 Tv3 and the construction of a model of television advertising in Catalan

Germán Llorca-Abad

2 Multimodal cueing of strategic irony

Lars Pynt Andersen

3 How advertisers use sound and music to communicate specific ideas, attitudes and identities: a multimodal critical discourse approach

Gwen Bouvier, David Machin

4 Multimodal narrativity in TV ads

María Ángeles Martínez Martínez, Blanca Kraljevic Mujic, Laura Hidalgo-Downing

5 ‘Above all’: The myth of ‘dreams’ as advertising tool.

Kay L. O’Halloran, Sabine Tan, Marissa K. L. E

6 ‘Hello Sunshine’ – A multimodal analysis of a Volkswagen television commercial

Sabine Wahl

7 Is this the Italy we like? Multimodal argumentation in a Fiat Panda TV commercial

Andrea Rocci, Sabrina Mazzali-Lurati, Chiara Pollaroli

8 Slogans in Spanish television commercials in three countries: a characterization of form, function and message

Karol J. Hardin