Multimodal Analysis of Promotional Campaigns in Shopee, Lazada, and Shein as Online Shopping Platforms - Umali, Jewel T.; Carlo D. De Dios (Magalang, Pampanga : Pampanga State Agricultural University, 2022)
ABSTRACT :Multimodal Analysis of Promotional Campaigns in Shopee, Lazada, and Shein as Online Shopping Platforms Thesis Title Author Adviser : Jewel T. Umali :Carlo D. De Dios Online consumers in Asia particularly in the Philippines are proliferating which entails a negative impact to its consumers. In light of Asian capitalism and consunerism, this study examined the verbal and visual features of language and identified the Asian capitalist trends embedded in the language of promotional camnpaigns of the popular online shopping platforms in the Philippines: Shopee, Lazada, and Shein. This paper then explored how these linguistic and non-linguistic semiotic features of language influence Asian consumerism. Fifteen promotional campaigns from the online shopping platforms were the corpus of the study, which were analyzed using the Systemic Functional Linguistics framework of Michael Halliday (1994) and Visual Grammar framework of Kress and Van Leeuwen (2006). The data analysis revealed that several verbal and visual features of language were present such as material processes, participants, imperative mnood, narrative representations, conceptual representations, gaze, and many more. Moreover, "8.8", "50% off", "Payday Sale", and "Buy 3 extra 159% off" were determined as the Asian capitalist trends. The combination of linguistic and non-linguistic semiotic features of language work together and convey their message to the viewers explicitly without symbolism and metaphor to persuade Asian consumers easily. Non-linguistic features are a great support to express the message it wants to impart to the consumers. The analysis has shown that multimodal discourses with the use of verbal features provide a stronger influence, persuasion, and communicate well to attract Asian consumers to purchase in a marketplace. Thus, these linguistic and non-linguistic semiotic features of language are influential enough to reinforce consumerism and capitalism in an online marketplace and influence consumers to quickly click "add to cart" and "buy and be eventually part of the #Budol community.