An Analysis of Multimodal Text Design in Social Media Marketing: A Case Study of Starbucks Posts on Instagram

Name: Nichakan Horphet

Name: Aranya Srijongjai

keyword: Social media marketing

; Multimodal text design

; Semiotic landscape approach

Abstract: Due to the popularity of social media marketing, many brands have attempted to design digital advertisements in the form of multimodal texts to reach their customers online. This research aims to investigate some of the design techniques used in this context and the interplay between image and text used in the design. In this case study, selected multimodal texts in Starbucks’ Instagram posts were analyzed by applying Jones and Hafner’s (2012) design principles of visual resources in multimodal texts and Kress and van Leeuwen’s (2006) semiotic landscape approach. The design elements that were examined consisted of styles, colors, and alignment of image and text. The findings of this study revealed that the designer applied the techniques of using pop art, informal language, wordplay, typographical devices, complementary colors, and image and text composition to attract Instagram users’ attention. It was also found that the relationship between image and text in Starbucks’ multimodal texts on Instagram was in concurrence. Furthermore, these multimodal texts could appeal to positive emotions in order to generate customer engagement on social media.

Mae Fah Luang University. Learning Resources and Educational Media Center

Address: CHIANG RAI

Email: library@mfu.ac.th

Created: 2020

Modified: 2022-01-05

Issued: 2022-01-05

บทความ/Article

application/pdf

Vacana Journal 8(1): 119-154 (January – June 2020)

eng

©copyrights Mae Fah Luang University

ลำดับที่.	ชื่อแฟ้มข้อมูล	ขนาดแฟ้มข้อมูล	จำนวนเข้าถึง	วัน-เวลาเข้าถึงล่าสุด
1	2020-v08-no1-p119-154.pdf	1.22 MB

ใช้เวลา

0.026847 วินาที