Year: 2024
Type: dissertation
Abstract: This Master's Thesis explores the advertising discourse of luxury retailer Fortnum & Mason (F&M), founded in London’s Piccadilly in 1707, through the lens of Discourse Analysis, Multimodal Discourse Analysis, Sensory Linguistics, Semiotics adopting a diachronic approach to trace the evolution the company’s marketing and promotion strategies. Historically, four periods in F&M advertising can be distinguished – Victorian times, Hugh Stuart Menzies (1924-1939), Edward Bawden (1950-1990), the Internet Era, when the brand strategized utilising the most progressive of chronologically relevant emerging technologies. Chapter 1 contains the survey of linguistic publications on Discourse Analysis and Advertising Discourse. Chapter 2 is devoted to the history of F&M advertising, namely the 20th century catalogues and other printed materials accessible at London-based National Art Library and Oxford-based Bodleian Libraries. The linguistic analysis focuses on lexemes (sensory adjectives, semantic superlatives, French words and words with the lexical meaning of exclusiveness, sensation of pleasure, joy, happiness), figurative, metaphoric language used to promote the image F&M as a retailer delivering extraordinary food, providing exceptional service and creating unforgettable experiences. Multimodal analysis involves verbal and visual modes, detailed examination of diverse pictures and images that reappeared in the 21st century advertising campaigns. Chapter 3 deals with F&M storytelling that gradually shaped as heritage storytelling and narrative advertising, with the multimodal analysis of the data available on F&M website and social media platforms. To show how F&M history is intertwined with national events, Platinum Jubilee and Coronation collections were considered retrospectively. Unique stories of every product were viewed as multimodal synthesis of visuals, symbols, text, intertextuality, history, legends and mythology. New marketing approach of customers engagement in storytelling was analysed as co-creation of The Ultimate Chocolate Bar Collection. The analysis of advertising discourse also spans superb samples of F&M product packaging that fall into the category of memorabilia and collectibles.
Source: eKNUTSHIR
Author: Savchenko, Olena
Language: ua
Subfield: Philosophy
Field: Arts and Humanities
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7132479751
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