Overview

For many decades, McDonald's has been one of the largest and most successful fast food chains in the world. The company regularly attracts public attention with its multimedia advertising campaigns and knows how to develop and implement particularly effective marketing strategies. This paper examines three different advertising messages - a television commercial, a radio commercial and a Facebook post - that promote the same product: the 'McBrezel' burger. The multimodal analysis reveals the linguistic and non-linguistic strategies used in advertising and illustrates the interplay between language, image, sound and hypertext. The results allow conclusions to be drawn about the cumulative effect of the sign modalities used and raise awareness of a linguistic analysis method that is not limited to the consideration of linguistic features.

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