TITLE:
A Multimodal Discourse Analysis of the Construction of Brand Image in Luxury Menswear Advertising: A Case Study of Advertisements of Zegna
AUTHORS:
Rong Ma
KEYWORDS:
Multimodal Discourse Analysis, New Media, Advertisements, Brand Image
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.12 No.7,
July
25,
2024
ABSTRACT: In today’s highly competitive fashion industry, luxury menswear brands are constantly seeking innovative ways to establish and maintain a unique brand image to attract customers. Multimodal advertising is the main medium for brand image construction. Based on this, this paper presents a multimodal discourse analysis of the construction of brand image in luxury menswear advertising, using a case study of advertisements from the renowned fashion brand, Zegna. By examining 20 posts in its Facebook, the study analyzes the interplay of verbal modality, image modality, and color modality to understand how these elements coalesce to construct a compelling brand image. In the textual analysis, high-frequency concrete nouns, abstract nouns, and adjectives are scrutinized to identify linguistic patterns and their contribution to the brand’s messaging. The image analysis explores the portrayal of clothing models and the backgrounds used in the advertisements, highlighting the visual strategies employed to communicate luxury. In the color analysis, the study reveals that the advertisements predominantly utilize low-saturation colors, contributing to the overall visual aesthetic and brand identity. Collectively, these findings provide valuable insights into the multimodal strategies used by luxury menswear brands to convey their image and appeal to their target audience.