Identity construction in advertising
A case study of Portuguese bank pamphlets
This paper presents a qualitative and descriptive study of textual genre, based on the epistemological concept of Socio-Discursive Interactionism. As a study concerning language and identity, it focuses on identity construction of the bank, its customers, and products in seven Portuguese bank pamphlets. Being aware of the pamphlets’ multimodal nature, the author employs the analytical model to examine both their verbal and non-verbal components. The model incorporates four theoretical approaches: the notion of personal deictic markers proposed by Socio-Discursive Interactionism, Greimas’ actantial model, symbolic attribute and suggestive processes, as well as the ideational and interpersonal functions proposed by the Grammar of Visual Design. The analysis presents three-fold conclusion. Firstly, the three major stakeholders’ identity in the pamphlets under analysis is multimodally constructed. Secondly, construction of the said identity is both denotative and connotative. Thirdly, besides relating advertising ideology in general, such identity construction also incorporates social meaning of the three major textual participants in the data already analyzed.
This article is currently available as a sample article.