Abstract
By analysing multimodal TV advertisements for personal loan services, this chapter aims to show how Bakhtin’s (Rabelais and his world. Translated by Helene Iswolsky. Cambridge, MA: MIT Press, 1968; Problems of Dostoevsky’s Poetics. Translated by Caryl Emerson. Manchester: Manchester University Press, 1984) notion of voices is exploited in advertising discourse to enhance emotional branding (Travis , Emotional branding: how successful brands gain the irrational edge. Roseville, CA: Prima Venture, 2000). The chapter illustrates the multimodal construction of character and discursive voices and demonstrates that these intertextual voices contribute to emotional branding through multimodal engagement strategies. Four representative examples of personal loans TV commercials are examined and the first two of them are proved to be more successful in terms of their deployment of visual semiotic resources to emotionally engage with viewers and thus more effective in emotional branding. It is hoped that the study sheds light on the understanding of the engaging nature of emotional branding, the intersection between intertextual voices and corporate identity and the multimodal construction of voices and engagement.
Published Version
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