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Abstract
Multimodality approaches discourse focusing on the analysis of the semiotic modes that help fulfil the communicative purpose of a particular genre, which in the case of product presentations is to persuade of the excellence of the product. We argue that a Multimodal Discourse Analysis approach is especially suitable for the study of product presentations since persuasion in this genre implies the use of different semiotic modes (Chaiken & Eagly, 1976; Poggi & Pelachaud, 2008). The aim of this paper is to present a methodological approach to the study of product presentations from a MDA perspective along with potential pedagogical implications. (C) 2015 Published by Elsevier Ltd.
Keywords
genre, product presentations, multimodal discourse analysis approach (MDA), persuasive language, COMMUNICATION MODALITY, PERSUASIVENESS

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MLA
Valeiras-Jurado, Julia, and Noelia Ruiz-Madrid. “A Multimodal Approach to Product Presentations.” 32ND INTERNATIONAL CONFERENCE OF THE SPANISH ASSOCIATION OF APPLIED LINGUISTICS (AESLA) : LANGUAGE INDUSTRIES AND SOCIAL CHANGE, edited by N. J. Carra et al., vol. 173, Elsevier Ltd, 2015, pp. 252–58.
APA
Valeiras-Jurado, J., & Ruiz-Madrid, N. (2015). A multimodal approach to product presentations. In N. J. Carra, E. Calvo, N. FernandezQuesada, A. M. LopezMarquez, & A. Stender (Eds.), 32ND INTERNATIONAL CONFERENCE OF THE SPANISH ASSOCIATION OF APPLIED LINGUISTICS (AESLA) : LANGUAGE INDUSTRIES AND SOCIAL CHANGE (Vol. 173, pp. 252–258). Seville, Spain: Elsevier Ltd.
Chicago author-date
Valeiras-Jurado, Julia, and Noelia Ruiz-Madrid. 2015. “A Multimodal Approach to Product Presentations.” In 32ND INTERNATIONAL CONFERENCE OF THE SPANISH ASSOCIATION OF APPLIED LINGUISTICS (AESLA) : LANGUAGE INDUSTRIES AND SOCIAL CHANGE, edited by N. J. Carra, E. Calvo, N. FernandezQuesada, A. M. LopezMarquez, and A. Stender, 173:252–58. Elsevier Ltd.
Chicago author-date (all authors)
Valeiras-Jurado, Julia, and Noelia Ruiz-Madrid. 2015. “A Multimodal Approach to Product Presentations.” In 32ND INTERNATIONAL CONFERENCE OF THE SPANISH ASSOCIATION OF APPLIED LINGUISTICS (AESLA) : LANGUAGE INDUSTRIES AND SOCIAL CHANGE, ed by. N. J. Carra, E. Calvo, N. FernandezQuesada, A. M. LopezMarquez, and A. Stender, 173:252–258. Elsevier Ltd.
Vancouver
1.
Valeiras-Jurado J, Ruiz-Madrid N. A multimodal approach to product presentations. In: Carra NJ, Calvo E, FernandezQuesada N, LopezMarquez AM, Stender A, editors. 32ND INTERNATIONAL CONFERENCE OF THE SPANISH ASSOCIATION OF APPLIED LINGUISTICS (AESLA) : LANGUAGE INDUSTRIES AND SOCIAL CHANGE. Elsevier Ltd; 2015. p. 252–8.
IEEE
[1]
J. Valeiras-Jurado and N. Ruiz-Madrid, “A multimodal approach to product presentations,” in 32ND INTERNATIONAL CONFERENCE OF THE SPANISH ASSOCIATION OF APPLIED LINGUISTICS (AESLA) : LANGUAGE INDUSTRIES AND SOCIAL CHANGE, Seville, Spain, 2015, vol. 173, pp. 252–258.
@inproceedings{8511566,
  abstract     = {{Multimodality approaches discourse focusing on the analysis of the semiotic modes that help fulfil the communicative purpose of a particular genre, which in the case of product presentations is to persuade of the excellence of the product. We argue that a Multimodal Discourse Analysis approach is especially suitable for the study of product presentations since persuasion in this genre implies the use of different semiotic modes (Chaiken & Eagly, 1976; Poggi & Pelachaud, 2008). The aim of this paper is to present a methodological approach to the study of product presentations from a MDA perspective along with potential pedagogical implications. (C) 2015 Published by Elsevier Ltd.}},
  author       = {{Valeiras-Jurado, Julia and Ruiz-Madrid, Noelia}},
  booktitle    = {{32ND INTERNATIONAL CONFERENCE OF THE SPANISH ASSOCIATION OF APPLIED LINGUISTICS (AESLA) : LANGUAGE INDUSTRIES AND SOCIAL CHANGE}},
  editor       = {{Carra, N. J. and Calvo, E. and FernandezQuesada, N. and LopezMarquez, A. M. and Stender, A.}},
  issn         = {{1877-0428}},
  keywords     = {{genre,product presentations,multimodal discourse analysis approach (MDA),persuasive language,COMMUNICATION MODALITY,PERSUASIVENESS}},
  language     = {{eng}},
  location     = {{Seville, Spain}},
  pages        = {{252--258}},
  publisher    = {{Elsevier Ltd}},
  title        = {{A multimodal approach to product presentations}},
  url          = {{http://dx.doi.org/10.1016/j.sbspro.2015.02.061}},
  volume       = {{173}},
  year         = {{2015}},
}

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