BA- PROJEKT SOMMER 2015

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1 OBLIGATORISK FORSIDE Prescribed front page BA- PROJEKT SOMMER 2015 INSTITUT FOR ERHVERVSKOMMUNIKATION Department of Business Communication STUDIENUMMER NAVN Daniel Selde STUDIUM: (Engelsk, Tysk, Fransk, Spansk eller Europæiske studier) VEJLEDER: International Virksomhedskommunikation i Engelsk og Tysk Carmen Daniela Maier ANTAL TYPEENHEDER I DIN BESVARELSE (ekskl. blanktegn): 48,659. 1

2 A comparative analysis of multimodal communication strategies in commercials related to betting games. By Daniel Selde Supervisor: Carmen Daniela Maier, Associate Professor. Department of Language and Business communication Aarhus School of business Aarhus University Total number of characters for the BA- Thesis: 48,659. Submission 5 th of May

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4 Abstract BA thesis in international business communication - English and German A comparative analyse of multimodal communication strategies in commercials related to betting. The following bachelor thesis operates on the basis of analysing, comparing and elaborating on four selected British betting commercials. The focus has been chosen on the basis of a betting- world where communication and messages are transmitted to the civilian population in countless manners and through opaque strategies. These strategies have an inexplicable or even a magic ability to influence or in some cases control the unconscious consumer's mind, which in some scenarios ends up with gambling addiction. Therefore, an essential element in the assignment will be to analyse and explain these magic communication strategies. The two central questions, which will enable an academic analysis of the above mentioned aspects are: Which are the multimodal communication strategies in the commercials related to gambling games? And which roles play persuasion strategies in consumer s relation to betting in the four British commercials The four British betting companies SKYBET, Coral, Bet365 and Ladbrokes are all considered to be major betting companies, which hold the recourses to transmit their communication through web- based channels and television. The web- commercials are designed as an intention to function as a direct or linking bridge between the web- commercial and the actual homepage. Whereas when the commercials are transmitted through television, the focus is on mass communication and to increase the level of awareness of the product and the company. Consequently, the four companies multimodal choices will be analysed in connection with the knowledge of social semiotics. Hence, Rick Iedema s modern approach of analysing moving images across the three metafunctions representation, orientation and organisation will be used. Furthermore, the three semioticians Michael Halliday, Gunther Kress and Theo van Leeuwen will be employed to make the work with multimodal 4

5 communication more academic. This is in order to establish an overall framework of social semiotics. Equally important are the sections explaining and analysing the use of persuasion. The approach to persuasion will be based on Halmari and Virtanen s theory of implicit and explicit persuasion. In this context, the focus will be on the effect of using implicit or explicit persuasion and to what extent they have an influence on the receiver of the communication. After having analysed aspects related to social semiotics and persuasion, Theodor W. Adorno s approach to elements, which men become attracted to will be used to discuss the role of masculinity in the four commercials. 5

6 Table of Contents Abstract Introduction Motivation Problem statement Delimitations of method Structure of the Bachelor thesis Background information SKYBET (Kilde: Wikipedia) Coral Bet Ladbrokes The theoretical section Semiotics and social semiotics in general Michael Alexander Kirkwood Halliday Gunther Kress and Theo van Leeuwen Rick Iedema Persuasion in multimodal commercials Theodor W. Adorno Methodology Limitations Analysis The representational metafunction Visually Verbally Musically Sound Orientational metafunction Visually Sound rganizational metafunction Semiotic structures and rhythmic units Persuasion Explicit persuasion implicit persuasion Masculinity Discussion chapter Conclusion

7 1. Introduction 1.1 Motivation A new era in the betting- world, where new and faster data flows have made it possible for the British betting companies to break through the so- called informational bottlenecks, which in this instance refers to the barriers between sender and receiver of the communication. These flows and improved communication technologies have made SKYBET, Coral, Bet365 and Ladbrokes able to gauge their commercials more accurately to meet customers' needs and expectations (Mallios 2000: 8). All this has increased the term gambling, which is associated with, disrupts, damaged families, unemployment, personal or recreational pursuits and physical disorders. (Griffiths 2014: 1). Moreover, gambling has become a hot topic in Britain, since the British government in 2007 decided to make deregulations of the rules regarding advertisement related to gambling. Betting operators after the new deregulation of gambling were allowed to increase advertising on television and to increase their web- based advertising (Powell and Tapp 2008: 5). Ever since, laws connected to gambling have been widely discussed and regulations against gambling have started to come into existence (Powell and Tapp 2008: 4). However surprisingly enough, we have not yet seen or heard about how betting companies use their communication strategies to make people addicted to gambling. Therefore, the perspective in this bachelor will be based on how these so- called betting companies seduce and persuade the British population to risk their hard earned money. Uniquely, I will compare the four British firms SKYBET, Coral, Bet365 and Ladbrokes commercials to analyse how they take advantage of an overall framework of multimodal strategies and persuasion strategies. In other words, I will analyse how they use specific verbal elements, visual modes, sound and social distance to influence the receiver of the communication. Equally important, I will explore how they use explicit and implicit persuasion in their commercials. Consequently, the result or essential motivation will be to complete an externally academic analysis and conclusion of how betting commercials are able to influence the gambling phenomenon in Britain. 7

8 1.2 Problem statement The technologic shock ushered in by the Internet and the massive dissemination of television in every single household has brought significant changes in the sportsbook industry (Williams and Siegel 2013: 131). Betting companies in contemporary Britain have an unlimited amount of strategies to influence the British population. Where especially communication through the Internet and television has enabled the British betting companies to control their consumers mind. Under these circumstances, the phenomenon gambling addiction has become an even more common term than drug addiction in Britain (Griffiths 2014: 4). The communication strategies of the British betting companies SKYBET, Coral, Bet365 and Ladbrokes can been seen as one of the main factors contributing to the gambling problem. The two essential research questions in the bachelor thesis will be: Which are the multimodal communication strategies in the commercials related to gambling games and which roles play persuasion strategies in consumer s relation to betting in the four British commercials? Thereupon, the central perspectives will be related to the betting companies multimodal strategies in the four commercials and how they use the persuasive strategies in their commercials to influence the receiver. 1.3 Delimitations of method Firstly, a social semiotics approach will form the basic element in regards to the study of the four betting commercials. Therefore, the focus will be based on the betting firms multimodal choices. Hence, there will be a unique focus on explaining and describing how SKYBET, Coral, Bet365 and Ladbrokes use their knowledge and work based on social semiotics in their commercials to create a more effective communication. Secondly, there will be persuasive approach to the four commercials, where the focus will be to analyse the balance between explicit and implicate persuasion strategies used in the four commercials. Finally, Cultural knowledge of masculinity will also be used to see how the four firms use their understanding of social distance and cultural knowledge related to contemporary Britain. In that case, the thesis will not investigate what type of 8

9 communication we operate with or what genre of communication we are working with. Rather, the focus will be on the composition, the meanings and the intentions in the commercials. 1.4 Structure of the Bachelor thesis This thesis will be divided into seven sections, where each chapter will play an essential role in the completion of an academic and well- structured bachelor report. The first chapter comprises of an introduction of the four selected British betting companies. Additionally, the first chapter will function as a service chapter for the reader, who will become provided with the fundamental knowledge regarding the four betting firms. The following chapter will present the theoretical framework for the thesis, which will be focused on social semiotics, persuasion and masculinity. Hence, a methodology chapter will in a more detailed version illustrate how the most interesting and relevant approaches from the theory chapter will be included in the analysis. Furthermore, chapter three will contain a paragraph, which explains the limitations of the selected theories. Consequently, the following analytical chapter will use the theories and strategies presented in the theoretical and methodical chapter in practice to analyse the four commercials. Lastly, a discussion chapter will discuss some of the most notable aspects in the thesis, whereupon a conclusion chapter will summarize and conclude the central statements discussed during this bachelor thesis. Philosophy of science The philosophy approach in the thesis will be constructed in relation to the knowledge of social constructivism. A common element for the various constructivist schools is that they established much inspiration and knowledge on their study of social constructivism from Kuhn and Ludwig Wittgenstein. Hence, the fundamental ideology of the 9

10 acknowledgement that true science is social constructed and that words and sentences acquire meaning from the way we use them (Holm 2011: 122). According to social constructivism, what is to be understood as reality and what is not to be understood as reality, is something we create collectively through our instance of interactions ways of speaking about the world (Holm 2011: 137). On a more practical basis, the social constructivism ideology will be used to analyse and examine how the communication in the four betting commercials is received and understood in the contemporary Britain. 10

11 2. Background information This chapter will function as an introduction to the four companies SKYBET, Coral, Bet365 and Ladbrokes. This will be relevant, because the reader will be provided with the fundamental information about the companies. 2.1 SKYBET SKYBET was founded in 2000 and is a company, which focuses on live betting and gaming. SKYBET remains as one of the only betting firms, which does not operate in traditional high street shops. However, SKYBET is not considered to be a company that is lacking behind. The firm has a well- structured system which enables gambling through website, telephone, mobile phone and interactive television through Sky (skybet: ND). In other words, SKYBET offer an extremely flexible and modern service to their customers. Additionally, SKYBET is a very well trusted and respected company amongst the British population, which also comes into demonstration in connection to fact that SKYBET is licensed and regulated by the Alderney Gambling Control Commission (AGCC). Furthermore, the firm has always focused on aggressive advertising, which also was demonstrated under a ten- year period, where the company had their own TV- channel named SKY (ROS: 2013: 1). 2.2 Coral Coral has existed for more than nine decades and has a company strategy, which is built on trust, integrity and cooperation with their customers. Satisfaction and service are the two essential terms for the company, which shall be understood in connection to the fact that Coral has one of the largest service sectors of all the betting companies in Britain (CORAL About US: ND). The firm offers a large range of bets, such as casino, horse race, sports booking, poker and bingo. This broad assortment has resulted in a customer group that consists of a diverse range of people. Besides, the focus on a great service and a large assortment, the company has in the last two years started to focus 11

12 more on their advertising. This was evident by their revenue for 2014, with demonstrated a revenue growth in both Sports and Casino markets, which exceeded over 100% (Bloomberg Business: ND). 2.3 Bet365 Britain's biggest online bookmaker Bet365, was founded in 1974 as a high- street bookmaker and is best known to football fans for its TV adverts featuring Ray Winstone promoting live "in- play" bets during half- time commercial breaks (Browers 2013: 1). The company has operated online since 2005 and has focused a lot on online gambling during the last decade, where they offer sports betting, poker, casino, games, and bingo, as well as video streams on sporting events. Bet365 is the most popular British betting company with a customer base exceeding 200 millions. Moreover, the firm is known for being proficient when it comes to advertising and branding. This is demonstrated in connection to their commercials, which appear on all major sport channels in primetime (Browers 2013: 1). 2.4 Ladbrokes The company Ladbrokes is one of the oldest betting companies in the world. The company was founded in 1886 and is headquartered in Harrow, in Britain (Ladbrokes, ABOUT US: ND). On its Ladbrokes.com Web- site customers can bet on approximately 70 sports and approximately 1.5 million different markets, with football and horseracing being popular. This made Ladbrokes the betting company, which offers the largest amount of betting possibilities in the whole of Britain. Ladbrokes has many similarities with Bet365, in the manner of being well known on a global scale and the fact that the company spends unlimited amount of resources on marketing (Ladbrokes, ABOUT US: ND). 12

13 3. The theoretical section For the academic analysis, covering the four betting companies SKYBET, Coral, Bet365 and Ladbrokes, the theory will be written with regards to the establishment of a theoretical framework. It shall also be written and structured according to the papers from Den Gode Opgave by Lotte Rienecker, which describe how a theory chapter should be organized. The main aspects appearing in this chapter will be related to social semiotics, persuasion and masculinity. 3.1 Semiotics and social semiotics in general The word semiology derives in original from the Greek word sign (Van Leeuwen 2005: 3) and the most common definition of semiotic is: semiotics is concerned with everything that can be taken as a sign (Candler 2007: 2). The understanding of semiotic refers to the aspect sign to words, images, sounds and objects (Candler 2007: 2). Derived from the field semiotic, comes social semiotics and this operates with how human beings use the resources of semiotic systems like language, movement, dress, and depiction to make socially significant meanings (Van leeuwen and Jewitt 2001: 134). In social semiotics, the term resource is preferred instead of the word code, because a code can sometimes be pre- given, resulting in the outcome of the examination becoming bound or less flexible. This is the key difference between social semiotics and the Paris school structuralist semiotics. Paris school semiotics is more concentrated with the word code, and social semiotics is more focused on resources (Noth 1995: 210). The advantage of social semiotics is that the aspect resources is not restricted to speaking, writing or picture making and the use of this semiotic method will therefore result in a more detailed and specialised result, because it enables us to analyse the specific situation (Van Leeuwen 2005: 3). 13

14 3.2 Michael Alexander Kirkwood Halliday Michael Halliday invented the term semiotic resource and the element resource has ever since innovated the way semioticians think. Halliday argues that the grammar of a language should not be understood as a code, or a set of rules to produce correct sentences as it was claimed in the Paris school semiotics, but as a resource for making meanings (Van Leeuwen 2005: 3). In addition to that, Halliday claims that the linguistic system operates as an indicator for a society and has the ability (not only transmitting social ideas and norms,) but also to change and develop the social structure in a society (Masullo 2007: 264). Due to this, Halliday has enabled us to analyse social semiotic aspects within a text, with a more functional approach to language and meanings. Besides that, Halliday has also created a model, which has been adopted and developed by semioticians all over the world. Within that model make three metafunctions the Ideational, the interpersonal and the textual the framework, to analyse both proportional meanings (related to facts and experiences of the world), as well as social meanings that relate to a speaker s evolution of facts, attitudes, beliefs and social relationships with others (Simpson 2011: 628). Firstly, the ideational function operates when we use language to identify things to think, or to record information; regarding the function, we use language as a symbolic code to represent the world around us. In other words, we use this function to link us together with the world we live in. Secondly, the interpersonal component represents the speakers meanings and it enables the speaker to introduce himself and to express his ideologies in a specific context or situation. Finally, the textual function representing the resources, which enable us to structure and link together the flow of information we become (Chadessy 1995: XIV). It was during the time when television and visual commercials were not used, as they are today, that Halliday s theory was most commonly used. 3.3 Gunther Kress and Theo van Leeuwen Kress and Van Leeuwen have adopted the theoretical notion of metafunction and extensively developed Michael Halliday s semiotic framework. The two semioticians 14

15 focus on communication (in relation to the linguistic structure) and the position of words. Additionally, they emphasise communication through a complex interplay of speech- sound, rhythm, intonation (accompanied by facial expression), gesture and posture (Bell and Garret 1998: 186). Therefore, Kress and van Leeuwen accept Halliday s theory of social semiotic, but they also stress the fact that a message is not only expressed in terms of linguistic understanding, but also through the understanding of visual elements (Bell and Garret 1998: 187). Similarly to Halliday, Kress and Van Leeuwen use the three metafunctions ideational, interpersonal and textual as basic elements for their framework. However, the three metafunctions are in this case not bound specifically to linguistic elements. Firstly, the ideational function is concerned with how to be able to represent objects and their relations in a world outside the representational system (Kress and van Leeuwen 2006: 41). The Interpersonal function represents an array of different interpersonal relations, some of which will be favoured in one form of visual representation (Kress and van Leeuwen 2006:42). Lastly, the textual function refers to a range of resources available: different compositional arrangements to allow the realisation of different textual meanings (Kress and Van Leeuwen 2006:42). Kress and Van Leeuwen s more visual approach is relevant because written text is now communicated through layout, through the spatial arrangement of blocks of text, of pictures and other graphic elements on pages (Bell and Garret 1998:187). 3.4 Rick Iedema Rick Iedema has based his three metafunctions (for analysing moving images) on Kress and Van Leeuwen and Halliday s multimodal analysis and their three metafunctions of analysing images (Van Leeuwen and Jewitt 2001: 191). The three metafunctions are the representational metafunction (the ideational function), the orientational metafunction (the interpersonal function) and the organisational metafunction (the textual function). Under Iedema, these metafunctions have a more modern and more appropriate to analyse communication in the contemporary world. The representational metafunction 15

16 studies the meanings represented visually, verbally, musically and sound- wise within moving images. Therefore, this metafunction can be connected to how the characters are represented, which actions they perform, what they say and what meaning is behind the music or sound within the moving images (Iedema 2001: 192). The orientational metafunction, which predominantly observes how meanings position viewers and subjects through different camera angels, also examines how characters are portrayed through long shots and close- ups in moving images. The last metafunction, organizational metafunction, concentrates on how meanings are sequenced and integrated into dynamic texts (Iedema 2001:192). This aspect refers to how meanings are integrated and sequenced throughout beginning, middle and end in order to create an overall meaning. All in all, this social semiotic understanding of moving images is to be considered the most relevant and adapted or matched approach to today s information society, where signs and resources appear in uncountable numbers in moving images. 3.5 Persuasion in multimodal commercials The study and practice of persuasion are not new. The awareness of persuasion can be traced back to ancient Greece and the time of the Old Testament, where persuasion was used to influence people s mind and religion (Perloff 2014: 6). The two most common definitions of the aspect persuasion are that persuasion is a communication process in which the communicator seeks to elicit a desired response from his receiver or that persuasion is a successful intentional effort at influencing another s mental state through communication in a circumstance in which the persuader has some measure of freedom (Perloff 2014: 17). In other words, persuasion functions as tool for the communicator to stimulate a person or a target group to act, believe or think in a specific way. The phenomenon of persuasion occurs in larger or smaller commercial campaigns, where forms of communication often are often supported by a specific topic, theme or with storytelling. Additionally, the essential message or communication will in most 16

17 cases be accompanied by a special style, a specific word choice and a specific structure (Dillard and Shen 2013: 6). Hence, persuasive messages have visual, verbal and structural elements to play on when it comes of getting the receiver to think, believe or behave in a particular way. Another interesting feature regarding persuasion is that two aspects, explicit and implicit persuasion, often control the persuasive strategies. According to Helena Halmari and Tuija Virtanen, we use explicitness when we say or write linguistic units and structures with reference to time, places and participants. (Helena Halmari and Tuija Virtanen 2013: 192). Therefore, on this particular level we use explicit choices of meaning to construe or co- construe the positional contents of a message (Helena Halmari and Tuija Virtanen 2013: 192). However, implicit choices are used to express ourselves in relations to the demands of the cultural context of the reader or the co- interactant, and our attitudes. (Helena Halmari and Tuija Virtanen 2013: 192). Focusing on explicit and implicit communication in multimodal forms, there exists a need for persuasion to be analysed through semiotic modes and across genres. In matters of that, Ostman, Halmari and Virtanen argue that messages or communication with a dominating level of implicit persuasion tends be more successful (Halmari and Tuija Virtanen 2013: 229). The reason for that is that the linguistic manifestation of explicit persuasion (such as imperatives) are easy to detect and will in some cases be related to propaganda, because of the dominating and direct structure of explicit persuasion (Helena Halmari and Tuija Virtanen 2013: 192). In other words an explicit order to execute certain behaviour can be perceived as restriction on one s freedom to choose and will therefore end with a negative response (Reinhard and Messner 2009: 179) Therefore, a more detailed explanation of implicit persuasion will be relevant for the assignment. Persuasion as implicit anchoring is based on three parameters: Coherence, politeness and involvement. Coherence refers here not only to the traditional understanding of coherence. In the matters of implicitness it also refers to a more widely kind of mappings that go on between a text and the socio- cultural context in which it emerges and which it helps construct. The aspect Politeness refers to the situational context of a text. Lastly, Involvement has to do with affect and the interlocutors 17

18 expression of emotions. Therefore, we can say that these three pragmatic parameters create a framework, which apply a systematic study of implicit communication (Helena Halmari and Tuija Virtanen 2013: 192). As a conclusion, we can say that commercials with implicit persuasion illustrate a broader understanding of culture and contain of a softer communication form, which will avoid misunderstandings. 3.6 Theodor W. Adorno Adorno has on the basis of extensive and intensive interviews with male subjects concluded that, exaggerated masculinity, defensive in nature, is an integral part of the personality structure of the antidemocratic male (Allen 1954: 591). Adorno s theory is built upon antifemininity in men". More specifically, he argues the men are attracted to messages with dominating elements of determination energy independence and will power. Whereas, items using more values deemed as soft, dependency and passivity appears to be unattractive and uninspiring for men (Allen 1954: 591). Furthermore, Adorno s approach to understand men s behaviour is based on men s fantasies to be different or even dominating. Since men often become influenced by superheroes or other male characters who possess over natural skills, they feel a pressure to perform. Therefore, many men have a secret passion for example violence, power, and act of heroism, which would put them into a hero role in order to make the feel valued and wanted (Allen 1954: 591). 18

19 4. Methodology This methodology chapter will establish how the theories will be used in relation to the thesis questions. Furthermore, there will be a focus on justifying the selected theories and exploring how they will be used to analyse the central elements in the four betting commercials. Additionally, there will be a paragraph illustrating the limitations of the selected theories. Rick Iedema s metafunctional approach to moving images possesses high relevance in analysing the first thesis question: Which are the multimodal communication strategies in the commercials related to gambling games. The theoretical framework for Iedema s three metafunctions are relevant because the aim is to link the tele- film s sociopolitical intertextualities to the way in which it hangs together from one second to the next (Iedema 2001: 191). It will be an obvious possibility to use Iedema s three metafunctions the representational, the orientational and the organisational metafunction to study the difference between what the tele- film illustrates in real and what the telefilm itself actually shows. In other words, Iedema s approach enables us to analyse the equivocal meanings appearing in the four selected betting commercials. The representational metafunction will be used to analyse all the meanings and also introduce the overall meaning for the reader. For instance, under the heading representation, we talk about what meanings are associated with visual, verbal, musical or sound elements (Van leeuwen and Jewitt 2001: 141). Musical modes in the four betting commercials will be studied in connection to Van Leeuwen s framework of musical aspects. With regards to that, Van Leeuwen s idea about that music creates a feeling of belonging or being united will be employed (Van leeuwen 2005: 256). This will be relevant because it will enable us to analyse how the betting commercials use their knowledge of sounds to create a sense of familiarity for the receiver of the communication. As well as this, Van Leeuwen s theory of sound in this perspective will also be included to analyse to the social distance between sound and the viewer (Van Leeuwen 2006: 191). 19

20 Moving on from the classification of the overall world, we come to the orientational metafunction. This function represents meanings attached to the position of characters and how readers/viewers perceive this (Iedema 2001: 192). In addition to this, the choice of camera position will be linked to Kress and Van Leeuwen s model of system networks, which is a style of diagramming that derives from the work of Halliday (Van leeuwen and Jewitt 2001: 135). The System Network encapsulates the resource of point of view and illustrates how different camera positions create other forms of symbolic indications for the viewer. This model will also be used to analyse how the use of specific camera angles have been used in the four commercials in order to articulate specific meanings. The organisation metafunction is concerned with how meanings are linked together into dynamic text in order to create an overall meaning (Iedema 2001: 192). This metafunction will be used to analyse the semiotic structure and rhythm occurring in the beginning, the middle and the ending section in the four betting commercials. Van Leeuwen s theory of information linking (Van Leeuwen 2005: 220) will also be used as an extra tool to anlayse how semiotic elements have been integrated and structured into the betting commercials to create an overall meaning. Moving on to the second thesis question: which roles play persuasion strategies in consumer s relation to betting in the four British commercials? This part will be connected to Halmari and Virtanen s theory of explicit and implicit persuasion (Helena Halmari and Tuija Virtanen 2013: 192). The key dimension here will be to link together the two aspects of persuasion and the four betting commercials. Thus, the thesis question will be answered by explaining how the types of explicit and implicit persuasion are used in the four commercials and what impact the two forms have on the viewer. Regarding the commercials with strong explicit appeals. I will focus on directness and structure, for example via verbal statements and how these convince the viewer to consume the product. Additionally, I will pay attention to the relationship between the sender and the receiver of the communication, since explicit attempts to 20

21 persuade in an advertising context are likely to be attributed to self- interest rather than to altruistic motives (Reinhard and Messner 2009: 179). Therefore, it will be relevant to analyse the level of explicitness and to see how it makes the sender trustworthy or not. Moving on to the commercial form SKYBET with domination of implicit appeals, the focus will be on the three parameters: Coherence, politeness and involvement (Helena Halmari and Tuija Virtanen 2013: 192). These three parameters in the analysis, function either as a method, or an approach to analyse the implicit appeals in the commercials step by step. Theodor W. Adorno has been included in the theory chapter because his cultural approach to understand men in relation to anti feminism will be highly relevant in relation to the analysis of the three betting commercials, namely three commercials from SKYBET, Coral and Ladbrokes. These three commercials use masculinity as a tool in the communication of getting in touch with men s consciousness. Hence, Adorno s theory of men being attracted to messages with dominating elements of determination energy independence and will power will be used to explore how aspects of masculinity impact the male viewer and what reaction the sender wants to achieve. 4.1 Limitations In order to illustrate a more detailed comprehensive exploration of Rick Iedema s metafunctional approach for moving images, Halmari and Virtanen s theory of explicit and implicit persuasion as well as Adorno s approach to masculinity, I will discuss the limitations connected to these theories. Firstly, I have found that Rick Iedema s Approach for Moving Images has a so- called shortcoming, because it reads the tele- film text irrespective of the specific individuals who were involved in this creation (Van leeuwen and Jewitt 2001: 201). Nevertheless, this approach is relevant for this thesis as due to lack of space it would have been impossible to take in consideration other issues. Secondly, Halmari and Virtanen s approach Explicit and Implicit Persuasion can be criticized, since the correct balance of implicit and explicit persuasion is impossible to measure. Due to that fact that this thesis provides a multimodal analysis then the chances to measure the correct balance is greater than if an analysing only one mode. 21

22 Finally, Theodor W. Adorno is limited, because his theory is based upon men with a general negative attitude towards femininity. This will to some extent stamp or limit the approach to analyse masculinity in the commercials. (A graphic illustration over the methodology) Social Smiotics Representation - Van Leeuwen s framework of musically aspects. - Van Leeuwen s theory of sound in perspective Van Leeuwen s theory of sound in perspective Orientation - Kress and van Leeuwen's model system networks Persuasion Halmari and Virtanen s theory of explicit and implicit persuasion The balanc of Explicit and implicit persuasion Masculinity Adorno's theory of elements, which atrract men Organisation - Van Leeuwen s theory of information linking 22

23 5. Analysis The overriding line of procedure in this chapter will be based on a highly technical level, where an understanding of academic terms and a fundamental knowledge of social semiotics and persuasion will be needed. During the analysis, the four selected betting commercials will be analysed in connection with the theories mentioned in the methodology chapter. 5.1 The representational metafunction This metafunction will explain and illustrate how the overall meanings are created in the four commercials from SKYBET, Coral, Ladbrokes and Bet365. Additionally, this metafunction will be linked to the visual, verbal, musical and sound aspects in the four commercials Visually In proportion to the fact that this analysis will be based upon four commercials from four different companies, the reader must bear in mind that a general framework for all four commercials is unrealistic to define or conclude. However, a comparison of common characteristics in the four commercials would be realistic to analye and operate with. For instance, focusing on the visual mode in the two commercials from Coral and Ladbrokes, we see that the visual mode is used to demonstrate two subjects in a tranquil and a peaceful atmosphere. Moreover, the two commercials have used scenarios in their opening scenes with have been purposely designed to be eye- catching for the male viewer. More specially, in the commercial from Coral the male subject is sitting in a bar drinking a beer, watching a football match on the television and having a conversation with a man next to him. In other words, this scene depicts a dream scenario for the common male viewer, who has a stressing 40- hour working week and a wife with unattainable expectations. In this instance, the male viewer watches a male subject he can identify himself with and starts 23

24 thinking this could be me next Sunday and in no time the commercial has achieved in getting his full attention. Likewise, in the commercial from Ladbrokes, at first sight, the visual focus in on an average man standing in his bathroom. Despite fact, that the man is in relatively bad condition and seems old he appears well balanced and smiling. More importantly, at his right side he has an admiring super model next to him. Again, the visual model is illustrating an average male subject, who makes the common male viewer wondering how to achieve a similar scenario in his own reality. Hereafter, the viewer is determined to watch every single step in the commercial in order to break the code. To sum up, having achieved the viewer s full attention, the strategy in the two commercials explicitly introduce their banners, which illustrate their actual messages or offer to the viewer UP TO E50 FREE BET, Ladbrokes CAME ON CORAL UP TO E50 FREE BET. As a conclusion, this is an effective way of linking visual elements together, in order to lead the viewer to a specific point in the commercials, where the central message in the commercial is propositioned Verbally In the commercial from SKYBET the phrase what if is used as verbal introduction every time a new scene occurs: what if history is finally lay to rest, what if he loses the dressing room what if it isn t over until is it over. This linguistic pattern is used to simplify the verbal message directed to the viewer and to make the communication more understandable for the viewer. However, more importantly, this pattern has been selected in order to influence the viewer s mind- set. More specifically, the phrase what if implies underlying associations in the viewer s mind. As a result, the viewer starts to associate the phrase what if as an invitation to the variety of betting options available. ( What if he loses the dressing room bet on the coach getting fired ) ( What if it isn t over until is it over live bet until last minute ). 24

25 Similarly, the three commercials from Coral, Bet365 and Ladbrokes take advantage of a general linguistic strategy. Firstly, all three commercials use exclamatory sentences, which are sentences making statements, bus also contain aspects of emotional feelings and excitements (Drozd 1995: 588). For example, the following verbal actions illustrate exclamatory sentences occurring in the three commercials: You will love it! You got a take it! or Football is on, bet now! These sentences serve to emphasize the overall meaning in the three commercials, in order to make the message more powerful, inspiring and personal. Consequently, this will improve the chances of influencing the viewer to act, to make an account or to make a bet. Bet365 also use the personal pronoun you in order to get the viewer s attention. This takes advantage of how the British population is accustomed to being bombarded with commercials all the time and made to fell selected or even special because of the more direct communion controlled by the use of the pronoun you Musically The approach to the musical aspect will be taken on the basis of the two commercials from SKYBET and Coral, because the music here plays an essential and dominating role. Analysing the use of music in the commercial from Coral, we see/hear that non- diegetic music has been used. This has been done to stress the sequence in the commercial, where the product is about to be introduced for the subject and the viewer. Additionally, the song used in the commercial C & C Music factory - Everybody dance now published in 1990 is an American pop/rock song, which has been used to change the relaxing/almost- boring atmosphere in the opening scene. Also, this song has been well played in Britain for decades and will therefore also attract some attention from the viewer, because he can recognise and associate a sense of belong to the song. Likewise, the commercial from SKYBET uses music to influence and to involve the viewer in the different scenes in the commercial. Hence, the music is structurally connected to the situations appearing in the scenes occurring in the commercial. This makes the commercial more influential and more emotional, because it 25

26 emphasizes the identify process for the viewer. Furthermore, the music, which has been used, belongs to the genre known as opera, which is known for its strong ability to influence people Sound In Bet365 s commercial sound elements perform an essential role; because it basically controls the viewer s understanding and perspective to the particular commercial and towards the brand Bet365. Moving on, the diegetic sound that has been used is closely connected to the visual context, where computer- generated imagery has been used to create a highly technological and updated framework for the commercial. In order to employ Van Leeuwen s perspective of sound, we can say that this use of especially sonic elements, establish associations in the viewer s mind, and make him think that this is a well- developed product and a brand, which are offering all the newest and most up- dated services. (Van Leeuwen 2006: 191) Another commercial, where sounds have been used is in Coral s commercial. Here, the viewer is not influenced by highly technological sounds and imagery. On the other hand, sounds in the commercial are used in order to make the viewer understand when an important meaning has been illustrated. The clock, which is ringing loudly is used to boost some energy into the viewer and make him understand that it is time to take his phone to take control and make his bet. 5.2 Orientational metafunction This Orientational function represents the social distance between the sender and receiver in the multimodal communication. Additionally, this function will be based on analysing how SKYBET, Bet365, Coral and Ladbrokes have used visually and sound elements. 26

27 5.2.1 Visually In contrast to the approach taken in order to analyse visual aspects under the representational metafunction, the perspective here will be based of the angle of framing in the four betting commercials. In Bet365 s commercial the introduction scene is a mix between the horizontal and high camera angle. According to Kress and Van Leeuwen s systems network the mix of this angle framing makes the viewer feel more equal or even putting the viewer in a position of power (Van leeuwen and Jewitt 2001: 135). Consequently, the viewer will get the feeling that he has the control over the outcome in the commercial, which is essential for the viewer, because this is about his hard earned money. Additionally, in the following two scenes in the Bet365 commercial, two scenes illustrate two betting scenarios for the viewer. In order to do that, distance of framing has been used to serve the viewer with a greater overview and to make viewer feel in control. All in all, the domination camera angle in the commercial is the horizontal angle, which has been used to make the viewer in an equal position with the message and with the character in the commercial. Moving on to the commercial from Coral, the domination camera angle is also the horizontal angle; again this has been done to make the viewer more able to associate with the given situation and the subject in the commercial. Yet, an important obsession to analyse occurs in the scene where a mobile is introduced for the subject in the commercial and the viewer. During this scene a high angle of framing is used in order to signalize to the viewer that he will be in control and to demonstrate the simplicity of the betting process on the Coral mobile app. Focusing on the commercial from SKYBET, which in contrast contains three scenes where the angle of framing can be deemed as a low- angle. Firstly, the scene in the dressing room is filmed from a low angle to illustrate a frustrated coach losing control over his team. Secondly, the scene in where the referee is introduced and lastly, the scene with the enormous stone table. An explanation of the this particular use of camera angle is according to Kress and van Leeuwen s systems network used in relation to make the viewer feel less powerful. However, this has not been 27

28 the intention behind the commercial, instead the focus is to stress SKYBET S slogan nothing certain. In reality, the low camera angle illustrates how no one has control over the outcome and that there is nothing certain. In other words, it tells or illustrates the fact that SKYBET do not control the results or the customer s money. The last commercial from Ladbrokes is in comparison with the two commercials from SKYBET and Coral dominated by the horizontal camera angle, and again this has been done to involve the viewer in the story and hence to attract the interest of viewer Sound Bet365 s commercial uses a mix between diegetic and non- diegetic sounds. The diegetic sounds are closely connected to the visual elements in the commercial. Whereas, the non- diegetic sound aspects have been taken from the atmosphere of a football stadium. This particular use of non- diegetic sound has been used to stress the message in the commercial and to awake interest in the viewer, because the atmosphere from a football stadium is something the male viewer can relate to and as a result will increase his attention. To continue, the commercial from SKYBET uses mainly non- diegetic sounds to make the scene more inspiring. However, the dominating sound element here is the male voice over, which guides the viewer through the commercial, hence the social distance between the sound and the viewer starts increasing, because the male voice over takes position as an omniscient narrator. Therefore, the viewer feels closely connected and susceptible to the voice over. Moving on to the two commercials from Coral and Ladbrokes, I found that the social distance constructed between sound and the viewer can to be considered informal. This statement is based on the foundation of a very direct speech in the two commercials and uses a mix of diegetic and non- diegetic sounds, which the viewer can relate himself to. 28

29 5.3 0rganizational metafunction The organisational metafunction will be concentrated on how meanings in the four betting commercials are sequenced, integrated and linked together in order to create an overall meaning Semiotic structures and rhythmic units The semiotic structure is in all four commercials supported by visual, verbal and textual elements, which all reinforce each other to make the message appear clear to the viewer. Focusing on SKYBET s commercial, which uses a male voice over, who takes the position as speaker (van Leeuwen 2005: 244). The male speaker guides the viewer through the commercial and links together meanings in a chronological order. Additionally, in the commercial the speaker produces next events by his verbal action what if. Hence, it becomes clear for the viewer when new meaning elements occur and therefore also simpler to understand the overall meaning in the commercial. Moving on to the two commercials from Bet365 and Ladbrokes, which will be analysed in connection with Van Leeuwen s word- image theory, it would be relevant to anlayse small but essential meaning elements, which have been used to create specification (van Leeuwen 2005: 230). Taking an approach to Ladbroke s commercial, we see how a football suddenly appears into the scene and literally changes everything. This football is to be considered a visual element, which makes the meaning more clear for the viewer and more importantly, to make the viewer aware that the commercial has nothing to do with random shampoo. Again, a similar strategy is used with a mix of specification and explanation in the commercial from Bet365, where an ipad with a football pitch as background paraphrases the overall message in the commercial. Namely, to communicate to the reader that this has relation to sport games or more specifically football. Moving on to Coral s commercial, which starts out with a relaxing scene, where after the following scenes contrast a lot in order to attract the viewer s attention in the 29

30 direction of the real message in the commercial. Namely, that this is a commercial about a product related to betting and not about a person enjoying a beer in a bar. To sum up, we can conclude that a common comparison of the four commercials is that the use explicit verbal linking or temporal linking like yesterday the day before or tomorrow has been considered not relevant due the fact the commercials possess a relatively understandable story (van Leeuwen 2005: 222). 5.4 Persuasion The multimodal choices have now been analysed in the four betting commercials from SKYBET, Coral, Bet365 and Ladbrokes. Hence, the following section will analyse how those multimodal choices are used in persuasive messages occurring in the four commercials, in relation to explicit and implicit persuasion Explicit persuasion Bet365 s commercial uses a dominating and a well- dressed character/narrator who expresses explicit statements, which make his stance clear for the viewer. For example, he expresses the following verbal actions I seriously recommend you check out bet 365 on your mobile or tablet or you will love it. Hence, we have a situation where the author is explicitly presented and is visible for the viewer. Moreover, explicitness also becomes clear in matters in regards to the structure in the commercials, where visual and verbal modes reinforce each other in order to create a more explicit message. This statement is based on the fact that the diegetic sounds stress the visual highly technological look in the commercial, which create association to the brand Bet365 as being a well- established and an up- dated company and make the character/narrator more trustable, because his statements and strong attitude is supported by the visual sonic elements in Bet365 s commercial. However, the dominating use of explicitness in the commercial can be criticized in relation Ostman s approach to the use of explicit persuasion (Jolly 1999: 160). The involvement of Osman critical approach to use explicitness as a 30