When pointing becomes more than pointing: Multimodal evaluation in product pitches

Abstract

The main function of a product pitch is to convince an audience of the validity of a product. This paper presents a study of evaluation as a persuasive strategy in product pitches. We combine Multimodal Discourse Analysis (MDA) and ethnographic methods to elucidate how speakers in product pitches use evaluation as a multimodal persuasive strategy that is realised through an orchestration of different semiotic modes. Our results show how words, intonation and gestures are used in combination to convey a persuasive evaluation of a product. A better understanding of how evaluation can be conveyed persuasively to an audience can greatly improve our knowledge of product pitches and can help practitioners improve their performance.