Systematic Metafunctional Analysis of Nokia Ad

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Systematic Metafunctional Analysis of Nokia ad The given advertisement is of Nokia which is a famous mobile phone company. The ad aims to promote the company’s brand image among the general public. It shows image of extending hands with the company’s name ‘Nokia’ and tagline ‘Connecting People’. The framework for the analysis will be the visual grammar (Kress & Van Leeuween, 2006). It includes representational meaning, interactive meaning and compositional meaning. Representational meaning is also known as processes, which included narrative process (action) and conceptual process (static). Interactive meaning shows the interaction between the participants represented in a visual image and its viewers. The interactive semantics show how contact, social distance and power relations are realized by camera angle from the image i.e. low camera angle, eye-level angle and high angle. Close shot, medium shot and long shot to determine the closeness and if there is gaze from participants. Compositional meaning refers to the arrangement and organization of the visual elements. It is subdivided into three ‘interrelated systems’: information value, salience and framing (Kress & Van Leeuween, 2006: 177). First of all, under representational meaning, the ad comes under narrative process as we can see there are two extending hands who are trying to hold onto each other. There are two participants in the ad, on the left is hand of an adult who is the father and right is a child’s hand. The process involved is an action process as the child is forwarding his hand to his parent and asking him to hold it. The reason we know why the child wants his dad to hold hand is generally our palm gesture is upside when we want someone to hold our hand. The circumstance is the extending hands of two participants are trying to reach each other, in other words they are trying to
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