Phân tích diễn ngôn đa phương thức những quảng cáo đồ ăn nhanh bằng tiếng anh

THAI NGUYEN UNIVERSITY SCHOOL OF FOREIGN LANGUAGES DUONG HONG YEN A MULTIMODAL DISCOURSE ANALYSIS OF FAST FOOD ADVERTISEMENTS IN ENGLISH Phân tích diễn ngôn đa phương thức những quảng

THAI NGUYEN UNIVERSITY

SCHOOL OF FOREIGN LANGUAGES

DUONG HONG YEN

A MULTIMODAL DISCOURSE ANALYSIS OF FAST FOOD

THAI NGUYEN UNIVERSITY

SCHOOL OF FOREIGN LANGUAGES

DUONG HONG YEN

A MULTIMODAL DISCOURSE ANALYSIS OF FAST FOOD

ADVERTISEMENTS IN ENGLISH

(Phân tích diễn ngôn đa phương thức những quảng cáo đồ ăn nhanh bằng tiếng Anh)

M.A THESIS (APPLICATION ORIENTATION)

Field: English Linguistics Code: 8220201

Supervisor 1: Prof Dr Hoang Van Van Supervisor 2: Dr Nguyen Trong Du

THAI NGUYEN - 2019

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DECLARATION

I hereby warrant and declare that the thesis entitled “A multimodal discourse analysis of fast food advertisements in English” is the outcome of my

own work except elsewhere states otherwise by the references or acknowledgment

It has not been submitted previously, in whole or in part, for the award of any other academic degree or diploma

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ACKNOWLEDGEMENTS

I wish, first of all, to show my sincere gratitude to my supervisors, Prof Dr Hoang Van Van and Dr Nguyen Trong Du for their wholehearted assistance Without their invaluable comments, advice, and corrections, this thesis would not have been possible

My special thanks also go to all of my lecturers at the Department of graduate Studies, School of Foreign Languages, Thai Nguyen University for their precious lectures and suggestions that have inspired me and helped me very much in the completion of my study

Post-Furthermore, I am grateful to all authors of books listed in the bibliography, whose ideas are good references for my research to be conducted and developed

Last but not least, I am indebted to my family and my friends who encouraged and supported me a lot

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ABSTRACT

Online advertisement is one of the various kinds of media advertisement which unavoidably surrounds people‟s life these days Over the recent decades, many people of all ages have been into fast food products because of their undeniable advantages There are also, however, some health problems that can be caused by fast food but a majority of people cannot stop themselves purchasing and eating this type of food A lot of individuals buy certain products might be due to effective marketing strategies of the company This study aims at figuring out which verbal and non-verbal elements have been used in fast food advertisements in English and their persuasive effects on the consumption of the audience by having been placed within the multimodal discourse analysis perspective of Norris (2004) Explicitly, three video advertisements of the three most well-known fast food chains

in the world (Kentucky Fried Chicken, McDonald‟s, and Burger King) were analyzed The findings of the study reveal that apart from language, there are many other communicative modes influencing people to consume fast food products like proxemics, posture, gesture, gaze, head movement, music, print, and layout Among those, each mode weighs differently in advertisements and has certain effects in persuading advertisement viewers

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TABLE OF CONTENTS

DECLARATION i

ACKNOWLEDGEMENTS ii

ABSTRACT iii

LIST OF ABBREVIATIONS vi

LIST OF FIGURES vii

CHAPTER 1: INTRODUCTION 1

1.1 Rationale 1

1.2 Aims of the study 2

1.3 Research questions 2

1.4 Significance of the study 2

1.5 Scope of the study 2

1.6 Design of the study 3

CHAPTER 2: LITERATURE REVIEW 4

2.1 Theoretical background 4

2.1.1 Discourse and discourse analysis 4

2.1.2 Multimodal interactional analysis 5

2.1.3 Advertising 12

2.1.4 Fast food 14

2.2 Review of related studies 15

CHAPTER 3: METHODOLOGY 18

3.1 Context of the study 18

3.2 Research approach 19

3.3 Research methods 19

3.4 Data collection procedure 20

3.4.1 Collecting and logging data 20

3.4.2 Viewing data 20

3.4.3 Transcribing 20

3.4.4 Analyzing data 22

CHAPTER 4: FINDINGS AND DISCUSSION 23

4.1 KFC advertisement 23

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4.1.1 Spoken language 23

4.1.2 Proxemics 24

4.1.3 Posture 25

4.1.4 Gesture 26

4.1.5 Head movement 27

4.1.6 Gaze 27

4.1.7 Music 28

4.1.8 Print and layout 28

4.1.9 The combination of various communicative modes 29

4.2 McDonald‟s advertisement 32

4.2.1 Spoken language 32

4.2.2 Proxemics 33

4.2.3 Posture 34

4.2.4 Gesture, head movement and gaze 34

4.2.5 Music 36

4.2.6 Print 36

4.2.7 Layout 36

4.2.8 The combination of various communicative modes 38

4.3 Burger King advertisement 40

4.3.1 Spoken language 40

4.3.2 Proxemics 41

4.3.3 Posture, gesture, gaze, and head movement 42

4.3.4 Music 43

4.3.5 Print 43

4.3.6 Layout 43

4.3.7 The combination of various communicative modes 45

CHAPTER 5: CONCLUSION 48

5.1 Summary of the findings 48

5.2 Implications 49

5.3 Limitations of the study 49

5.4 Suggestions for further research 50

REFERENCES 51

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LIST OF ABBREVIATIONS

KFC: Kentucky Fried Chicken

BK: Burger King

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LIST OF FIGURES

Figure 1 Proxemics in KFC advertisement 25

Figure 2 Posture in KFC advertisement 25

Figure 3 Gesture in KFC advertisement 26

Figure 4 Head movement in KFC advertisement 27

Figure 5 Gaze in KFC advertisement 28

Figure 6 Print and layout in KFC advertisement 29

Figure 7 Full multimodal transcript of KFC advertisement 31

Figure 8 Proxemics in McDonald‟s advertisement 33

Figure 9 Gesture, head movement, and gaze in McDonald‟s advertisement 35

Figure 10 Print in McDonald‟s advertisement 36

Figure 11 Layout in McDonald‟s advertisement 37

Figure 12 Full multimodal transcript of McDonald‟s advertisement 39

Figure 13 Proxemics in BK advertisement 42

Figure 14 Posture, gesture, gaze, and head movement in BK advertisement 42

Figure 15 Print in BK advertisement 43

Figure 16 Layout in BK advertisement 44

Figure 17 Full multimodal transcript of BK advertisement 46

in expressing and sending message of the product Advertisement, in a simple word, means drawing attention to something or notifying something to somebody (Dyer, 1996) As a result, manufacturers take advertisements into consideration as a key tool to bring their products to reach the customers and spread them worldwide

Most fast food companies are generally very successful although the quality

of their food is questioned every day in many research works and documentaries It seems that they are willing to spend a lot of their budgets on advertising In order to make their fast food products appeal to the viewers, the corporations should find the best ways to advertise Interestingly, other semiotic resources besides language begin to be used more frequently and widely There might have been some research

on fast food advertisements all over the world; however, virtually no attention has been paid to multimodal analysis of fast food advertisements Hence, a multimodal discourse analysis study of videos of fast food advertisements will probably bring about a comprehensive look at discourse analysis of fast food products This study will attempt to look at fast food advertisements in terms of linguistic and non-linguistic elements so as to see why they are so persuasive to the citizens It may not only enrich the application study of multimodal discourse analysis but also fill in a gap in discourse analysis of fast food

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1.2 Aims of the study

Firstly, the study aimed at analyzing discourse features of fast food advertisements in the perspective of multiple modes of communication including both linguistic and non-linguistic symbol resources to achieve the best persuasion effects Secondly, this study attempted to see how different modes of communication are combined together in the advertisements to achieve the purposes

of the fast food corporations

1.3 Research questions

The study sought answers for the following questions:

1) What are some linguistic and non-linguistic features used in fast food advertisements in English?

2) What effects can these features bring to the advert viewers to persuade them to buy the products?

1.4 Significance of the study

Due to the popularity of fast food advertisements, the research is expected

to provide some interesting analysis to figure out the reasons behind fast food success In addition, this paper will hopefully provide those who teach and study English language with some insights into mastering this kind of language It is important for them to recognize that in order to fully understand a language in interactions, other communicative modes rather than linguistic component should also be taken into account Finally, this research will definitely contribute to enriching the literature of multimodal discourse analysis in the world in general and in Vietnam in particular

1.5 Scope of the study

The study focuses on some videos of fast food advertisements in English which could be found on www.youtube.com The data of the study include three advertisements in English of three world-wide famous fast food corporations

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namely KFC, McDonald‟s, and BK Each video lasts from 15 to 30 seconds Analyzing video data in the perspective of multimodal analysis is a complicated process That is the reason why only some short and outstanding advertisements were used for the study For each fast food brand, the video with a big number of viewers found on YouTube was chosen as the data for analysis

1.6 Design of the study

The study is divided into in five chapters:

Chapter 1: Introduction

This chapter presents the rationale, aims, significance and scope of the study are presented

Chapter 2: Literature review

This chapter provides the theoretical background, specifically the terms related to discourse, discourse analysis, advertisement, fast food are included Also, some previous studies that most relate to the theme of the research are reviewed

Chapter 3: Methodology

This chapter presents research approach and research methodology The information about data analysis, and data collection procedure, including type of data and data analytical framework are also shown

Chapter 4: Findings and Discussion

In this chapter, the findings of the research are highlighted and followed by significant discussions

Chapter 5: Conclusion

This chapter summarizes the significant findings of the research After that, the limitations of the research, some implications and the suggestions for further research are included

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CHAPTER 2: LITERATURE REVIEW

This chapter includes background knowledge of discourse and discourse analysis, multimodal interactional analysis, advertising, fast food and reviews some previous research related to the topic of the study

2.1 Theoretical background

2.1.1 Discourse and discourse analysis

There is the fact that discourse has been defined differently by different linguists In this study, the term discourse is generally understood as human language in use for communication According to Brown & Yule (1983):

The analysis of discourse is, necessarily, the analysis of language in use As such, it cannot be restricted to the description of linguistic forms independent of the purposes or functions which these forms are designed to serve in human affairs (p.1)

However, it can be argued that discourse is not only the use of language but there are also other things involved Macdonnell (1986) defined:

“whatever signifies or has meaning can be considered part of discourse.” (p.4) Discourse is not only about language itself but there are some other related aspects

as well It is also concerned with who used it and why and in which situation – all are included in discourse With the text, the context is of the same importance Cook (1992) claimed that:

Although the main focus of discourse analysis is on language, it is not concerned with language alone It also examines the context of communication: who is communicating with whom and why; in what kind of society and situation; through what medium; how different types and acts of communication evolved, and their relationship to each other (p.3)

Cook also added if other modes of communication rather than language are used in the discourse such as music or pictures, they cannot be omitted when analyzing Otherwise, the acts of communication or the internal mechanism hardly

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can be understood correctly (p.4) Jones (2012) believed that discourse analysis cannot be considered the study of language as other studies mentioned, it is the real life use of language by people in order to express different feelings such as to make fun, to argue, to persuade and in various other purposes

Discourse can be classified in many different ways, one of which is the classification of discourse into spoken and written forms, which are distinguished from each other by the means of paralinguistic and extra linguistic factors as well as distinctive linguistic features Nevertheless, the differences between them are not very clear, and the characteristics that we tend to associate with written language can sometimes occur in spoken language and vice versa

Hence, analyzing discourse as a linguistics form together with other modes

of communication involved helps better the understanding of the language in use That is the reason why it consists of the situation, not only the interlocutors in the communication but also their fashion, gestures, their way of talking Without taking these on account one cannot fully understand what is expressed in the conversation

2.1.2 Multimodal interactional analysis

Multimodal interactional analysis, which grew out of mediated discourse analysis (Scollon, 1998, 2001), Sociolinguistics (Goffman, 1959, 1963, 1974; Gumperz, 1982; Tannen, 1984), and Kress and van Leeuwen‟s early thoughts

on multimodality (1998, 2001) has evolved into a firm methodology with a multitude of heuristic tools and strong theoretical underpinnings It systematically examines multiple communication modes as cues to meaning rather than privileging language as the primary mode (Norris, 2004)

Multimodal interactional discourse analysts see discourse as involving multiple modes which often work together For instance, in a face-to-face conversation people do not just communicate with spoken language They also communicate though their gestures, gaze, facial expressions, posture, dress, how

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close or far away they stand or sit from each other, and many other things Similarly, “written texts” rarely consist only of words, especially nowadays; they often include pictures, charts or graphs Even the font that is used and the way paragraphs are arranged on a page or screen can convey meaning

The point of multimodal interactional discourse analysis is not to analyze these other modes instead of speech and writing, but to understand how different modes, including speech and writing work together in discourse The point is also not to study some special kind of discourse - multimodal discourse - but rather to understand how all discourse involves the interaction of multiple modes Mode in the context of multimodal discourse analysis is a system for making meaning So

we can speak, for example, of the modes of speech, writing, gesture, color, dress, etc Any system of signs that are used in a consistent and systematic way to make meaning can be considered a mode (Jones, 2012)

Modes can also be understood in terms of Halliday‟s (1978) classification of meaning He suggests that every sign simultaneously tells us something about “the world” (ideational meaning), positions us in relation to someone or something

(interpersonal meaning) and produces a structured text (textual meaning)

Multimodality sets out to explore how these meanings are realized in all modes

A number of studies have described modes, including Kress and van Leeuwen‟s (1996) work on image, Martinec‟s (2000) research on movement and gesture, and van Leeuwen‟s work on music (1999)

According to Norris, multimodal interactional analysis is a holistic methodological framework that allows the analyst to integrate the verbal with the nonverbal, and to integrate these with material objects and the environment as they are being used by individuals acting and interacting in the world In short, multimodal interactional analysis allows a researcher to study real people interacting with others, with technology, and with the environment

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Multimodal interactional analysis takes an interaction, grapples with its verbal and nonverbal language, and seeks to understand how they are interwoven and overlapping throughout the interaction Multimodal interactional analysis, in other words, focuses not only on language but also on reading distinct types of nonverbal language, defined as “communicative modes” and determining how they link together as smaller pieces or “lower-level actions” to create a larger communication chain or “higher level action” (Norris, 2004, p 11)

When transcribing proxemics in interaction, she suggested that in the case where there is no change in the participants‟ proxemics behavior during the interaction that we are studying, one video capture of the participants may

be enough

Posture

Norris defined, “Posture is the study of the ways in which individuals position their bodies” (p.24) There are two important aspects to posture: first, the form of the body position, and, second, the postural direction that an individual takes up towards others Dittman has described the open–closed position of arms and legs as hands and arms apart and knees separated for open, and arms crossed or folded and legs crossed for closed (Dittman, 1987: 55)

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Regarding position of feet, Norris assumed that when a person is standing during an interaction, the position of the feet may give insight into the main focus of the participant Similarly, when the participant is sitting, the location of the feet may give insight into the person‟s directional positioning” (p.25)

Gesture

A gesture is a “deliberately expressive movement that has a sharp boundary of onset and that is seen as an excursion, rather than as a result in any sustained change of position” (Kendon, 1978: 69) According to Norris (2004), gestures can be fallen into four types: iconic gestures, metaphoric gestures, deictic gestures, and beat gestures Iconic gestures possess a pictorial content and mimic what people communicate verbally; metaphoric gestures depict a pictorial content

by showing an abstract idea or category through a shape or form; deictic gestures include pointing to objects or people or to abstracts as if they had location; and beat gestures look like a beat to musical time with up/down or back/forth movements of fingers, hands or arms;

It can be said that gesture and language are closely linked to each other; therefore, when analyzing multimodal interaction, analysts may need to refer to one mode to be able to understand the other mode Of the four sub-types of gestures, only deictic gestures which involving pointing to objects or people in the real world can actually be understood without language whereas others highly depend on the language

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Gaze

As Norris defined, “Gaze is the organization, direction, and intensity of looking” For the role of gaze in interaction, she added “Gaze may play a subordinate role in interaction when people are conversing and are not engaged in other activities Gaze may play a superordinate role when people are simultaneously engaged in other activities while conversing.” (Norris, 2004, pp 36-37)

Music

Mode of music refers to the music that appears in the interaction In multimodal interaction, music can be considered an embodied mode when individuals use instruments (including their voices when singing) to express their perceptions, thoughts, or feelings or disembodied mode when people react to the music played by others (recorded or not) (Norris, 2004, p.41)

Print

The communicative mode of print refers to written texts, including the language, the medium, the typography, and the content when it is incorporated into the interactions The mode of print also includes images in the printed media (Norris, 2004, p.44) This mode may be employed by reading a magazine, writing a shopping list, or wearing clothes with writing and/or images printed on them In multimodal interactional analysis, the focus is on the way that people in interaction use the mode of written text or images (Norris, 2004, pp.44-45)

Layout

The communicative mode of layout refers to the setting and the objects found within it In multimodal interactional analysis, the focus is on how the participants utilize the layout and communicate through this mode While this mode appears to be extensive, participants in interaction usually employ only a small amount of a vast layout (Norris, 2004, p.49)

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2.1.2.2 Embodied vs disembodied modes

According to Norris (2004), it is obvious that language is of great importance

in communicating but it is not the only means of communication Apart from language, other communicative modes such as gaze, gesture, posture could play equal role or even superordinate role in a lot of interactions and those are call embodied modes In contrast, disembodied modes are the ones of the setting or material world that people use in the interactions as music, print, and layout It is note-worthy that these can become embodied modes when they take superordinate role in the interactions Take music as an example, it is a disembodied mode when people react or listen to the music played by others or recorded music whereas it may become embodied mode when individuals utilize music to express their perceptions, thoughts, and feelings

2.1.2.3 Lower-level actions, higher level actions, and frozen actions

As Norris defined (2004), a lower-level action is the smallest interactional meaning unit whereas a higher-level action bracketed by an opening and a closing

of the meeting and is made up of a multiplicity of chained lower-level actions For instance, the words “good morning” is uttered in a meeting conversation between some friends “Good morning” is considered a lower-level action while the meeting

is called a higher-level action because it is a conversation made up of chains of utterances, gestures, postural shifts, etc Frozen actions are the ones which were performed by someone at an earlier time than the real time of the interactions being analyzed These actions are frozen in the material objects and the environment For example, when we see a picture hanging on the wall, we know that somebody has bought or painted the picture and hung it on the wall

2.1.2.4 Modal density, modal intensity and modal complexity

According to Norris (2004), modal density refers to the modal intensity and/or the modal complexity through which a higher-level action is shaped

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The intensity, weight, or importance of specific modes in interaction is decided by the situation, the social actors, and other related social and environmental factors Hence, the weight of any specific mode varies from one interaction to the next or even within an interaction Modal complexity refers to the interplay of multiple communicative modes utilized in the interaction

2.1.2.5 Attention vs awareness

A person may simultaneously engage in a few higher-level actions on different levels of attention and awareness Think of a boy learning to play the guitar He has to pay close attention and is also highly aware of the action itself Norris (2004) called this one level of attention/awareness However, imagine a woman holding a sleeping baby on her arms while talking with her client on the phone She pays close attention to the conversation that they discuss and it seems that she pays no attention to the baby but actually it is necessary for her to be aware

of the sleeping child even a little In this situation, she simultaneously engages in two higher-level actions on different levels of attention/awareness Also, there are there levels of attention/awareness when an actor engages in three different higher-level actions at the same time

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2.1.3 Advertising

Advertising is a part of a company‟s communication strategy, and it has a very wide scope As Arens (2006) defined, advertising is the structured and composed non-personal communication of information usually paid for and usually persuasive in nature, about products (goods, services, and ideas) by identified sponsors through various media Cook (2001) supposed that the function of advertisements is to inform, persuade, remind, influence and perhaps change opinions, emotions and attitudes However, the majority of the commercial advertisements‟ objective is to persuade and convince viewers to buy their products Similarly, Linehan and Cadogan (2011) emphasized that the main objective of advertisements is to persuade consumers to purchase a product or service For Belch and Belch (2012, p 20), advertising enables an enterprise to build a

“positive and unique images and associations” to the brand It has three ideological functions, namely building images, building relations and building consumers (Fairclough, 1989) Some consumers are then affected by brands and for what they stand for it In summary, advertisements do not only sell products but change society and make people buy things they do not want or need through advertisements used to attract attention

There are two fundamental types of marketing and advertising: direct and indirect Direct advertising is easy to recognize such as television commercials, print advertisements and websites whereas indirect advertisements include those which most people do not consider to be advertising such as educational material provided by a company, kids‟ clubs, and school fundraisers, etc

Advertising utilizes a lot of registers such as language (written or spoken), sound (music, voices), visual elements (picture, movement), etc In order

to invent a single advertisement, advertisers need to use different types of knowledge from marketing to sociolinguistics, psycholinguistics, cognitive linguistics, pragmatics and others because reaching consumers is a demanding job The commercial has to target the audience, i.e., children, young adults, or the

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elderly and the designers need to come up with an ad that not only suits the product but also attract the viewers The designers also need to create a text for the commercial such as a speech, a storyline, etc

Gupta and Lord (1998) categorized product placement into three types: (1) visual only, those showing products, brands or logos in the background of television programs or movies but without verbally referencing product messages

or including relevant audio at all; (2) audio only, where characters verbally reference brand names or give relevant brand information; (3) combined audio-visual, which verbally referenced brand names or product information while the image of the brand appears on the screen (Lai, Ying-Fang, p.114) Regarding advertising media, the most popular ones are magazines, newspapers, radio, television and Internet In addition, there are some other means of advertising such as billboards, posters, outdoor signs, banners, in-store video displays, printed flyers, calendars, etc Together with the development of information technology, the use of digital marketing is gaining space from traditional media, especially television Additionally, Chang and Thorson (2004) found that the advertising on Television and Web could attract in higher attention, higher trust in perceived message and customers will have more positive thought than the effect of repetition

in the use of single medium Companies are presently spending more with online advertising Facebook, Instagram and YouTube are some of the media platforms that have been showing their effects food brand publicity It can be said that YouTube is a simple and maybe the most famous video-sharing site It may have been created as a sharing platform, but in fact it has developed to become

an active social networking community and a favorable advertisement media In April 2010, YouTube had 97 million unique visitors and streamed 4.9 billion videos By 2012 it became the most visited website in the United States (Yoganarasimhan, 2012) All YouTube videos are available to the general public (unless the ones that their owners set in private sharing mode when uploading) and thousands of videos are posted every hour Popular videos are privileged with tags given by YouTube Then, these videos are highlighted on YouTube‟s website and

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appear prominently in searches Hence, with the boom of the Internet which covers almost all corners of the world these days, uploading advertisements on company‟s own webs or YouTube channel seems to be a wise choice

Basically, advertisements could be considered as discourse and should be fallen into both spoken and written discourse Moreover, what makes the advertisement influential and persuasive is the unique and creative use of the semiotic resources by advertisers, such as linguistic resources (e.g verbal and written languages), paralinguistic resources (e.g body languages and movement), visual resources (e.g color, font, images, camera positioning and perspectives), and other semiotic resources (e.g music) (Guo & Feng, 2017; Li, 2016) These elements are often referred to as multimodal resources which are commonly combined in the advertisement to make an effective means of communication

to attract viewers to buy an advertised product Therefore, Paltridge (2012) argued that we have hardly ever seen a single use of one method of communication when interacting with each other, including through advertisements Cook (2001) explained that advertisements are compilation of different elements and these elements are interrelated to each other The interaction elements in advertisements are: participants, situation, language, paralanguage, pictures, music, function, etc Furthermore, advertisements, according to Cook (2013), are “multi-modal as they can use pictures, music and language, either singly or in combination, as the medium permits” Accordingly, when analyzing the discourse of advertisements, researchers should consider its multimodality and thereby carry out a multimodal discourse analysis

2.1.4 Fast food

Fast food is a term used for various items that may be prepared and served within a short period (Fraser et al, 2012) The fast food industry, originally appeared in Southern California during the 1940s, not only changed the eating habits of Americans, but also those in many other nations in the world (Schlosser, 2001) More and more people from children to adults have enjoyed going to fast

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food restaurants for having fun on occasions like birthdays, celebrations and even get together parties Fast foods taste good to those individuals and make them believe that fast food is quick, easy and satisfying Moreover, fast food centers have their own way to attract customers like making “value” meals for children that are increased in portion sizes They also offer special midnight deals probably at lower price or by offering “buy one get one free” schemes They facilitate customer in many ways, if customer had not been coming inside the food court then food can be delivered to them at their own place whether at working areas or watching movies at their homes, they had tried to be more convenient ever, as previous research showed that there had been a constant rise in the demand for convenience foods and snacks over a number of years (Traill, 1994; Keynote, 2003) Therefore, with easy and effective drive through services, they are making more profits on sales and make people believe that they care about their customer‟s time and convenience Consuming fast food has been also becoming a fashion, as customers are not only eating but enjoying the environment Goyal and Singh (2007) concluded that the young consumers visit fast food channels for fun and change Many fast food chains have shown their success in inviting customers out of their kitchens up to fast food centers

2.2 Review of related studies

This part looks at some studies on fast food advertising or employed multimodal discourse analysis

There is the fact that there is a lot of research on advertisements but not many of them are focused on fast food advertisements Schmidtová (2014) carried out a research namely “Fast Food Advertising: Discourse Analysis” which particularly pays attention to the three fast food companies KFC, McDonald‟s and

BK Materials for analysis are printed advertisements of the three brand names The author of the study discussed seven levels of linguistics when looking at the

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advertisements: graphical, phonetic, lexical, grammatical, stylistics, discourse and pragmatic The findings revealed that fast food advertising uses all the linguistic devices and impress customers in many ways

A number of studies discussed multimodal discourse analysis could be found Firstly, let look at the research entitled “A Multimodal Discourse Analysis of Female K-pop Videos” carried out by Brady (2015) The study was employed multimodal discourse analysis to investigate the semiotic choices made in two sets

of K-pop music videos, using Kress and van Leeuwen‟s (2006) framework for the grammar of visual design as well as van Leeuwen‟s framework for pitch (1999) to investigate whether the two sets of videos serve to satisfy a male viewer or not Another research work is “A Multimodal Discourse Analysis of Tmall‟s Double Eleven Advertisement” done by Hu and Lou (2016) analyzes visual elements of the advertisement produced by Tmall for the Double Eleven Shopping Carnival from the perspective of Visual Grammar proposed by Kress and van Leeuwen (1996) Finally, it is “Multimodal Discourse Analysis in Dettol TV Advertisement” conducted by Devi Pratiwy and Sri Wulan (2018) This study examined TV advertisement featuring Dettol (protecting children version) basing on verbal and visual elements The authors followed Linguistic Functional Systemic proposed by Halliday (2004) to analyze data as well as combined multimodal theory from Anstey and Bull (2010) and Kress and Van Leeuwen (2006) The analysis procedures include verbal and visual elements based on the ones proposed by Hermawan (2013) The findings suggested that the functional grammar and visual grammar theoretical framework is adaptive for multimodal discourse of TV advertisement by analyzing linguistic and non-linguistic features

As reviewed above, there is no research on advertisements, especially fast food advert videos which include the analysis of other non-linguistic components such as posture, gesture, gaze, etc Therefore, this study focuses on less discovered

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aspects by conducting multimodal analysis on fast food advertisements following the multimodal interactional discourse analysis framework proposed by Norris (2004) Hopefully, it will provide more insights and broader perspective on the study of multimodal analysis and the study of advertisement

In short, this chapter briefly reviewed some important terms and knowledge regarding multimodal discourse analysis, advertisement, fast food as well as looked

at some related studies which have been conducted before

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CHAPTER 3: METHODOLOGY

This chapter presents the data of the study, research approach, the research methods and the data collection procedure of the study

3.1 Context of the study

The data of the study include three video advertisements of three world famous fast food brands (KFC, McDonald‟s, and BK), each of which lasts from 15

to 30 seconds They were published on website www.youtube.com in 2015, 2016 and 2018 These advertisements are related to the types of fast food as fried chicken and burger

Kentucky Fried Chicken (KFC)

Kentucky Fried Chicken or KFC is an American fast food restaurant chain that specializes in fried chicken Headquartered in Louisville, Kentucky, it is the world‟s second-largest restaurant chain (as measured by sales) after McDonald‟s, with almost 20,000 locations globally in 123 countries and territories as of December 2015 (Wikipedia)

Since the early 1990s, KFC has expanded its menu to offer other chicken products such as chicken fillet sandwiches and wraps, as well as salads and side dishes, such as French fries and coleslaw, desserts, and soft drinks, the latter often supplied by PepsiCo KFC is known for its slogans "Finger Lickin' Good", "Nobody does chicken like KFC" and "So good"

KFC uses many platforms to advertise, including billboards, flyer handouts, and video advertisements

Mcdonald’s

The American fast food chain McDonald‟s launched as a small, successful restaurant in California in 1948 and today McDonald‟s has its restaurants in 119 countries all over the world

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Nowadays, McDonald's fast food restaurant is one of the largest franchises in the United States as well as aboard Their top menu items include: hamburgers, cheeseburgers, McNuggets, and French fries They are also known for one of their popular desserts: the apple pie and their breakfast sandwich: the Egg McMuffin (http://mcdonaldsteam3.blogspot.com/2010/05/mcdonalds-introduction.html)

One of McDonald‟s core values is to “anticipate and respond to changing customer, employee and system needs through constant evolution and innovation”

Burger King (BK)

Burger King (BK) was founded in Jacksonville, Florida in 1953 as Burger King which specializes in flame-broiled fast-food hamburgers It is the second largest hamburger chain in the United States, after McDonald‟s In the early 21st century, BK claimed to have about 14,000 stores in nearly 100 countries and its headquarters are in Miami, Florida

Insta-BK's menu has expanded from a basic offering of burgers, French fries, sodas, and milkshakes to a larger and more diverse set of products

3.2 Research approach

This study employed qualitative approach to the multimodal discourse analysis, which, in particular, applied the Multimodal interactional analysis framework proposed by Norris (2004) as its primary analytical tool

3.3 Research methods

The study employed descriptive research method to attain its aims As in most qualitative research studies, discourse analysts often begin with collecting data, describing and analyzing them to bring about findings and conclusions and ultimately to attain the goals specified

The research was conducted at three levels as follows:

Discourse description: The first layer highlights how the discourse is designed and depicted verbally and non-verbally

3.4 Data collection procedure

First and foremost, the advertising videos of fast food on the Internet were collected, and then the researcher watched the videos to analyze the verbal as well

as non-verbal elements so that the structures and effects of the advertisements were figured out

3.4.1 Collecting and logging data

Firstly, the researcher selected video advertisements on www.youtube.com and created video logs Some kinds of information were logged such as: the number

of participants, the time the video was posted, and the length of the interaction together with a description of the video in her own words (adapted from Norris,

2004, pp 61-63)

3.4.2 Viewing data

In the next step, the author viewed the videos repeatedly She viewed video data with both sound and image In order to see the data in different ways, the analyst watched the advertisements with vision only, sound only, both sounds and images, fast forward, in slow motion This helps recognize various modes used in

the videos

3.4.3 Transcribing

Linguistic notions of transcription refer to the „translation‟ of speech into writing In this tradition, transcription conventions normally are used to express features of speech, such as intonation, hesitations, or pauses, which are not normally expressed in writing But even if one adopts the most sophisticated set of conventions, the transcriber has to accept that there are details which are lost; the

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letters merely suggest the phonemic interpretation of sounds, not the actual sounds;

“accents” and voice quality is lost, etc (Bezemer & Jewitt, 2010)

In the case of video data, there are different ways of making multimodal transcripts (Norris, 2004; Baldry & Thibault, 2005) Researchers transcribe video data using a range of descriptive dimensions to describe gaze, gesture, movement, body posture, the semiotic objects of action, image, and speech (Jewitt and Kress, 2003) In this study, the author utilized transcribing strategy recommended by Norris (2004) for video data which include verbal and non-verbal elements

In order to transcribe the linguistic mode, the researcher applied the following rules:

Some conventions:

 Punctuation reflects intonation, not grammar

Spoken language:

● CAPITALS indicate emphatic stress

● 0:00 indicates the minute and second of beginning of an utterance

● Speaker changes (and noises) are marked by the time in the clip

For non-verbal communicative modes, snap shots (still images that are taken from the videos) are used to express proxemics, posture, gesture, gaze, head movement, print, and layout

In terms of the final scripts, snap shots are arranged according to the timed utterances, proxemics, gaze, postural shifts, gestures, head movements, print, and layout Intonation and pitch are visualized by curves and, size and boldness of letters Spaces shows pauses and colors are utilized to distinguish different speakers

in interaction As for spoken language, utterances are not capitalized the beginning letters; each utterance is separated in a line and is not applied punctuation marks This is the last step of transcribing All previous transcripts are combined including spoken language and this complete transcript reflects the actual interaction as clearly as possible, excluding unimportant images

co-to reveal the ways in which this co-constructed interaction is built Her analysis of multimodal interactions is based on the concepts of awareness and attention She assumes that “Awareness/attention comes in degrees, and a person may be phenomenally aware of something without paying much attention to it.” One of the key concepts offered by Norris that can help clarify the unique communicative qualities of visualizations and begin to help us understand how this mode interacts with other types of expressions is the distinction between embodied and disembodied modes of communication For instance, music can be either embodied or disembodied If a radio is playing in the background while a couple is sitting at a table having breakfast, music is seen as a disembodied mode of communication, not receiving a lot of attention, but the couple will probably have some awareness of it However, if one of the participants in the conversation breaks into song, music becomes an embodied form of communication, bringing a different level and degree of attention and awareness, not unrelated to the fact that this could

be seen as an unusual or unconventional occurrence

To sum up, the chapter has clarified the methodology applied in this paper The data source of the study involved three video advertisements of three well-known fast food companies (KFC, McDonald‟s, Burger King) Also, the methods and analytical framework of the research were formulated Regarding the data collection procedure, four important steps were described including collecting and

logging data, viewing data, transcribing, and analyzing data