prikaz prve stranice dokumenta A multimodal analysis of humor in billboard advertising
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master's thesis
A multimodal analysis of humor in billboard advertising
Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences, 2022. urn:nbn:hr:131:869737
Padarić, Nenad
University of Zagreb
Faculty of Humanities and Social Sciences
Department of English language and literature

Institutional repository: ODRAZ

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Padarić, N. (2022). A multimodal analysis of humor in billboard advertising (Master's thesis). Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:131:869737

Padarić, Nenad. "A multimodal analysis of humor in billboard advertising." Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, 2022. https://urn.nsk.hr/urn:nbn:hr:131:869737

Padarić, Nenad. "A multimodal analysis of humor in billboard advertising." Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, 2022. https://urn.nsk.hr/urn:nbn:hr:131:869737

Padarić, N. (2022). 'A multimodal analysis of humor in billboard advertising', Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, accessed 21 December 2024, https://urn.nsk.hr/urn:nbn:hr:131:869737

Padarić N. A multimodal analysis of humor in billboard advertising [Master's thesis]. Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences; 2022 [cited 2024 December 21] Available at: https://urn.nsk.hr/urn:nbn:hr:131:869737

N. Padarić, "A multimodal analysis of humor in billboard advertising", Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, Zagreb, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:131:869737

Metadata
TitleA multimodal analysis of humor in billboard advertising
Title (croatian)Multimodalna analiza humorističnih reklamnih panoa
AuthorNenad Padarić
MentorMarina Grubišić (mentor)
Committee memberIvana Bašić (predsjednik povjerenstva)
Committee memberAnđel Starčević (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Humanities and Social Sciences
(Department of English language and literature)
Zagreb
Defense date and country2022-10-05, Croatia
Scientific / art field,
discipline and subdiscipline		HUMANISTIC SCIENCES
Philology
Anglistics
Abstract
Billboards have proven to be an effective medium for various types of advertisements due to their ability to attract attention, especially by making use of their surroundings. Many brands utilize humor in order to further increase the memorability and the appeal of their ads, as humor usually causes a positive cognitive effect which makes both the ad and the product that is being advertised more relevant. The primary goal of this paper is to examine the function of humor in billboard advertising and to analyze it from a multimodal perspective. The analysis consists of ten examples of humorous billboard ads categorized into two groups based on (the degree of) their dependance on either verbal or non-verbal features to achieve humor. To conclude, billboard ads are both a visual and a verbal medium and require both segments to interact with each other in order to achieve the desired (humorous) effect.
Keywords
Languageenglish
URN:NBNurn:nbn:hr:131:869737
Study programmeTitle: English Language and Literature (double major); specializations in: Linguistics, Literature and Culture, Translation, TEFL
Course: Linguistics
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra engleskog jezika i književnosti (magistar/magistra engleskog jezika i književnosti)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-10-07 22:00:30