Verbo-visual metafunctions and interactional metadiscourse strategic cues in Arabic advertisements

Abstract

This research examines the visual metafunctions employed to construct video images in Arabic advertisements. Additionally, it scrutinizes the accompanying verbal captions present in these visual images. The study aims to elucidate the collaborative interplay between visual and verbal strategic choices and their collective contribution to the overall efficacy of the video advertisements. To this end, the study analyzed 100 Arabic video ads from three telecom companies — Umniah, Orange, and Zain — using Kress and van Leeuwen’s (2006) multimodal analysis framework and Hyland’s (2005) interactional metadiscourse. The findings reveal that advertisers strategically position visual elements, such as focal placement, close personal distance, frontal eye-level contact, and gaze, alongside verbal cues, including direct address pronouns, directives, interrogatives, and attitude markers, to foster viewer engagement, establish social relationships, and convey key promotional messages effectively. The findings indicate that the strategic positioning of visuals, combined with verbal interactional markers, significantly enhances the persuasive impact of the ads. This research extends the existing literature by focusing specifically on Arabic-language advertisements and offering insights into how multimodal cues collaboratively enhance persuasive communication. It also offers valuable implications for practitioners and scholars aiming to optimize ad effectiveness across diverse linguistic and cultural contexts.