Multimodal narrativity in a Pakistani TV advertisement: a socio-semiotic and narratological analysis

Abstract

ABSTRACT TV advertisements are multimodal and can effectively unfold social meanings through the representation of narratives and storytelling. To explore the social meanings through the multimodal narrative construction in the visuals of TV advertisements, this article analyses a Pakistani TV advertisement featuring Shan Thematic 2020's #MoreThanJustACook. It is argued that a multi-perspective approach can significantly facilitate interpreting the social meanings of visual texts. Therefore, the current study draws on social semiotics by Kress & van Leeuwen for its analytical framework, along with Ryan’s narratological insights and Fog et al.’s storytelling elements. The investigation of multimodal narrative processes in the TVC unveils physical and psychological behaviours of the actors in the visuals, which represent social relationships through the description of a family from a Pakistani socio-cultural context. The story in the visual composition of the TVC aims to promote the idea of strong family ties, gender roles and women empowerment. This paper contributes towards knowledge on the application of multimodal socio-semiotic and narrativity theories. It is hoped that the proposed analytical approach can serve as a foundation for effective multimodal narratives in TV advertisements.