Building a brand

ǂa ǂmultimodal analysis of the brand I feel Slovenia

Ema Ivanuša (Author), Katja Plemenitaš (Mentor)

Abstract

This master's thesis aims to analyse how the brand I Feel Slovenia uses verbal and visual texts to present its brand identity to the audience on its official website. Specifically, it aims to investigate how this brand uses multimodal texts to convey its core values ("Slovenian green", "pleasant excitement" and "the elemental"); how it builds a relationship with its audience; and how verbal and visual texts contribute to the overall meaning-making in the presentation of the brand. The study uses multimodal discourse analysis to analyse five multimodal texts, which consist of verbal texts and visual texts, taken from the official website of the brand I Feel Slovenia. Both verbal and visual texts were analysed in terms of register variables (field, tenor and mode) and their intermodal connections. The analysis has shown that both verbal and visual texts convey the core values of the brand differently but are equally important in their presentation. Both types of texts build a positive relationship with the audience through the use friendly-neutral language, positive aesthetic appreciation of nature and bright, saturated colours. Both verbal and visual texts are important in the meaning-making in the presentation of the brand, although the latter draw more attention to themselves due to their size and are thus the dominant components.

Keywords

master theses;branding;brand I feel Slovenia;multimodal discourse analysis;register variables;

Data

Language:	English
Year of publishing:	2021
Typology:	2.09 - Master's Thesis
Organization:	UM FF - Faculty of Arts
Publisher:	[E. Ivanuša]
UDC:	811.111+659.126(043.2)
COBISS:	71259395
Views:	572
Downloads:	56
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	Slovenian
Secondary title:	Grajenje znamke: Multimodalna analiza znamke I Feel Slovenia
Secondary abstract:	Znamke so pomembno orodje, s katerim proizvodi, kraji in države gradijo, oblikujejo in predstavljajo svojo identiteto širši javnosti. S pomočjo državnih znamk se države predstavljajo tako domačim kot tujim turistom in vlagateljem, privabljajo kulturni in finančni kapital, ob tem krepijo svojo prepoznavnost in ugled v mednarodnem prostoru. V magistrskem delu nas je zanimalo kako znamka I Feel Slovenia predstavlja svoje jedrne vrednote, kako gradi odnos s svojim občinstvom in kakšno vlogo imajo pri tem besedila in slike. Naša analiza je pokazala, da tako verbalni kot vizualni deli multimodalnih besedil odražajo jedrne vrednote ("slovenska zelena", "prijetna vznemirjenost", "elementarnost") znamke I Feel Slovenia. Verbalna besedila vsebujejo dinamične glagole, uporabljajo pozitivne opise narave in uporabljajo izraze, povezane s čutnimi izkustvi. Vizualna besedila prikazujejo naravo in naravne elemente in vsebujejo veliko zelene in modre barve. Skupaj, verbalna in vizualna besedila gradijo zgodbo povezanosti znamke I Feel Slovenia z naravo in tako prikazujejo njeno identiteto v pozitivni luči. Odnos z občinstvom multimodalna besedila vzpostavljajo s prijateljsko-nevtralnim tonom v verbalnih besedilih, vizualna besedila pa s pozitivnim ocenjevanjem estetike narave, svetlimi barvami in odtenki zelene in modre barve, ki še dodatno ustvarjajo pozitivno vzdušje. Kljub temu da verbalna in vizualna besedila enakovredno ustvarjajo pomen pri predstavitveni znamke I Feel Slovenia, so zaradi svoje velikosti vizualni deli dominantne komponente multimodalnih besedil.
Secondary keywords:	magistrska dela;grajenje znamke;znamka I feel Slovenia;multimodalna diskurzna analiza;registrske spremenljivke;Oblikovanje blagovne znamke;Slovenija;Univerzitetna in visokošolska dela;
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Filozofska fak., Oddelek za anglistiko in amerikanistiko
Pages:	X f., 64 str.
ID:	12673534