Selling organic candy: multimodal critical discourse analysis of commercial websites

Purpose – This paper examines how organic candies are marketed as healthy and ethical choices on commercial websites through the use of visual, rhetorical and promotional strategies. Design/methodology/approach – The study uses social semiotics and Multimodal Critical Discourse Analysis to identify...

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Detalhes bibliográficos
Autor: Fernández Vázquez, José Santiago|||0000-0001-7947-1937
Formato: artículo
Fecha de publicación:2021
País:España
Recursos:Universidad de Alcalá (UAH)
Repositorio:e_Buah Biblioteca Digital Universidad de Alcalá
Idioma:inglés
OAI Identifier:oai:ebuah.uah.es:10017/61589
Acesso em linha:http://hdl.handle.net/10017/61589
https://dx.doi.org/10.1108/BFJ-09-2020-0800
Access Level:acceso abierto
Palavra-chave:Food marketing
Ethical branding
Multimodal studies
Critical Discourse Analysis
Organic candy
Filología
Philology
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spelling Selling organic candy: multimodal critical discourse analysis of commercial websitesFernández Vázquez, José Santiago|||0000-0001-7947-1937Food marketingEthical brandingMultimodal studiesCritical Discourse AnalysisOrganic candyFilologíaPhilologyPurpose – This paper examines how organic candies are marketed as healthy and ethical choices on commercial websites through the use of visual, rhetorical and promotional strategies. Design/methodology/approach – The study uses social semiotics and Multimodal Critical Discourse Analysis to identify the narratives and discursive traits that organic candy manufacturers reproduce on their websites as part of their ethical branding policy. The dataset is formed by ten websites that commercialize organic confectionery. Findings – The findings indicate that sellers try to associate organic candy with healthiness, simple and traditional lifestyles and social awareness to distinguish themselves from their competitors. Often the ethical claims that organic candy websites reproduce are not justified. Originality – The investigation contributes to a growing body of research about Multimodal Critical Discourse Analysis within food marketing studies. To the best of the author’s knowledge, this is the first paper that analyzes organic candy branding from a multimodal perspective. Research and practical implications – Recognizing the strategies that organic candy sellers reproduce can help consumers make more informed choices. From the point of view of marketers, understanding the multimodal, rhetorical and discursive strategies that organic candy brands employ can be useful to devise their own marketing approaches. Limitations – A major limitation of this study is that the investigation does not evaluate the effectiveness of rhetorical and discursive strategies on real consumer decisions. Further research of an ethnographic or empirical nature would be required for this purpose.Ministerio de Economía y Competitividad20212021-01-01journal articlehttp://purl.org/coar/resource_type/c_6501NAhttp://purl.org/coar/version/c_be7fb7dd8ff6fe43info:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10017/61589https://dx.doi.org/10.1108/BFJ-09-2020-0800reponame:e_Buah Biblioteca Digital Universidad de Alcaláinstname:Universidad de Alcalá (UAH)InglésengMinisterio de Economía y Competitividad http://dx.doi.org/10.13039/501100003329 Not available FFI2013-47792-C2-2-P EMOCION Y LENGUAJE EN ACCION: LA FUNCION DISCURSIVA EMOTIVA%2FEVALUATIVA EN DISTINTOS TEXTOS Y CONTEXTOS DENTRO DEL MUNDO DEL TRABAJO: PROYECTO PERSUASIONopen accesshttp://purl.org/coar/access_right/c_abf2Attribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessoai:ebuah.uah.es:10017/615892026-06-18T11:13:07Z
dc.title.none.fl_str_mv Selling organic candy: multimodal critical discourse analysis of commercial websites
title Selling organic candy: multimodal critical discourse analysis of commercial websites
spellingShingle Selling organic candy: multimodal critical discourse analysis of commercial websites
Fernández Vázquez, José Santiago|||0000-0001-7947-1937
Food marketing
Ethical branding
Multimodal studies
Critical Discourse Analysis
Organic candy
Filología
Philology
title_short Selling organic candy: multimodal critical discourse analysis of commercial websites
title_full Selling organic candy: multimodal critical discourse analysis of commercial websites
title_fullStr Selling organic candy: multimodal critical discourse analysis of commercial websites
title_full_unstemmed Selling organic candy: multimodal critical discourse analysis of commercial websites
title_sort Selling organic candy: multimodal critical discourse analysis of commercial websites
dc.creator.none.fl_str_mv Fernández Vázquez, José Santiago|||0000-0001-7947-1937
author Fernández Vázquez, José Santiago|||0000-0001-7947-1937
author_facet Fernández Vázquez, José Santiago|||0000-0001-7947-1937
author_role author
dc.subject.none.fl_str_mv Food marketing
Ethical branding
Multimodal studies
Critical Discourse Analysis
Organic candy
Filología
Philology
topic Food marketing
Ethical branding
Multimodal studies
Critical Discourse Analysis
Organic candy
Filología
Philology
description Purpose – This paper examines how organic candies are marketed as healthy and ethical choices on commercial websites through the use of visual, rhetorical and promotional strategies. Design/methodology/approach – The study uses social semiotics and Multimodal Critical Discourse Analysis to identify the narratives and discursive traits that organic candy manufacturers reproduce on their websites as part of their ethical branding policy. The dataset is formed by ten websites that commercialize organic confectionery. Findings – The findings indicate that sellers try to associate organic candy with healthiness, simple and traditional lifestyles and social awareness to distinguish themselves from their competitors. Often the ethical claims that organic candy websites reproduce are not justified. Originality – The investigation contributes to a growing body of research about Multimodal Critical Discourse Analysis within food marketing studies. To the best of the author’s knowledge, this is the first paper that analyzes organic candy branding from a multimodal perspective. Research and practical implications – Recognizing the strategies that organic candy sellers reproduce can help consumers make more informed choices. From the point of view of marketers, understanding the multimodal, rhetorical and discursive strategies that organic candy brands employ can be useful to devise their own marketing approaches. Limitations – A major limitation of this study is that the investigation does not evaluate the effectiveness of rhetorical and discursive strategies on real consumer decisions. Further research of an ethnographic or empirical nature would be required for this purpose.
publishDate 2021
dc.date.none.fl_str_mv 2021
2021-01-01
dc.type.none.fl_str_mv journal article
http://purl.org/coar/resource_type/c_6501
NA
http://purl.org/coar/version/c_be7fb7dd8ff6fe43
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv http://hdl.handle.net/10017/61589
https://dx.doi.org/10.1108/BFJ-09-2020-0800
url http://hdl.handle.net/10017/61589
https://dx.doi.org/10.1108/BFJ-09-2020-0800
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.relation.none.fl_str_mv Ministerio de Economía y Competitividad http://dx.doi.org/10.13039/501100003329 Not available FFI2013-47792-C2-2-P EMOCION Y LENGUAJE EN ACCION: LA FUNCION DISCURSIVA EMOTIVA%2FEVALUATIVA EN DISTINTOS TEXTOS Y CONTEXTOS DENTRO DEL MUNDO DEL TRABAJO: PROYECTO PERSUASION
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution-NonCommercial-NoDerivatives 4.0 International
http://creativecommons.org/licenses/by-nc-nd/4.0/
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution-NonCommercial-NoDerivatives 4.0 International
http://creativecommons.org/licenses/by-nc-nd/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:e_Buah Biblioteca Digital Universidad de Alcalá
instname:Universidad de Alcalá (UAH)
instname_str Universidad de Alcalá (UAH)
reponame_str e_Buah Biblioteca Digital Universidad de Alcalá
collection e_Buah Biblioteca Digital Universidad de Alcalá
repository.name.fl_str_mv
repository.mail.fl_str_mv
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