{"id":1016,"date":"2025-09-28T09:43:08","date_gmt":"2025-09-28T06:43:08","guid":{"rendered":"https:\/\/www.al-manafeth.com\/?p=1016"},"modified":"2025-09-28T09:57:05","modified_gmt":"2025-09-28T06:57:05","slug":"a-multimodal-analysis-of-two-commercial-and-csr-online-bank-advertisements-in-lebanon","status":"publish","type":"post","link":"https:\/\/www.al-manafeth.com\/?p=1016","title":{"rendered":"\u00a0A Multimodal analysis of Two Commercial and CSR Online Bank Advertisements in Lebanon"},"content":{"rendered":"

\u00a0<\/strong>A Multimodal analysis of Two Commercial and CSR Online Bank Advertisements in Lebanon <\/strong>Authors<\/strong><\/p>\n

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Samar El Hachem<\/strong>[1]<\/strong><\/a><\/p>\n

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Abstract<\/strong><\/p>\n

In today’s digital landscape, bank advertisements have become increasingly complex, necessitating a deeper understanding of their various components. This research seeks to fill a gap in existing studies by investigating how multimodal analysis frameworks may be applied to Lebanese bank advertisements to uncover the underlying strategies and use of semiotic resources. Specifically, it examines two online advertisements from Creditbank prior to 2019, encompassing both sales and non-sales content. It employs concepts from Kress and Van Leeuwen’s metafunctions, Cheong’s Generic Structure Potential (GSP), and the text-image relations proposed by Martinec and Salway to analyze the persuasive and visual strategies used in these ads. While previous research has underscored the significance of understanding how various semiotic resources interact in ads, there has been limited examination of Lebanese bank ads. Thus, this study seeks to evaluate the relevance of the theoretical frameworks mentioned and illustrate how Creditbank’s ads engage and persuade their target audience. The findings contribute significantly to the analysis of multimodal discourse, particularly in the context of the Lebanese banking sector.<\/p>\n

Keywords<\/strong>: Multimodal analysis, Lebanese bank ads, Creditbank, visual grammar, semiotic resources<\/p>\n

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    \n
  1. Introduction<\/strong><\/li>\n<\/ol>\n

    Multimodal advertisements have become an industry standard, combining visuals and words to convey ad messages more effectively (Kress & van Leeuwen, 2006). The integration of resources is crucial in advertising as it impacts consumer perception and behavior (Macagno & Souza Pinto, 2021). This study investigates the meaning connections between words and images in Lebanese bank ads from Creditbank, focusing on a commercial ad promoting the Visa Signature card and a CSR ad supporting the Movember campaign for men\u2019s health. Representing two distinct types of ads\u2014commercial and CSR\u2014both are analyzed using semiotic approaches specific to each.<\/p>\n

    Using multimodal discourse analysis frameworks, including Kress and van Leeuwen\u2019s metafunctions (2006), Cheong\u2019s Generic Structure Potential (2004), and Martinec and Salway\u2019s text-image relations (2005), this comparative study aims to shed light on the semiotic practices characterizing these two types of ads. While ads like the Visa Signature are quintessentially promotional, CSR initiatives exist with missions to raise awareness and sensitize people to social issues (Njoku & Mbagwu, 2023). This research compares the two, thus broadening the knowledge on how semiotic resources are co-participated in meaning making and how the producers of multimodal advertising texts attempt to manipulate the audience\u2019s perceptions and behavior (Macagno & Souza Pinto, 2021). Creditbank’s ads were selected due to their dual focus on exclusivity and social responsibility, reflecting broader trends in financial advertising. While other banks also have relevant ads, Creditbank was chosen for its well-regarded status, the availability of suitable ads, and a preference for its specific approach. This choice ensures the analysis includes representative commercial and CSR ads from the pre-2019 period, without implying that other banks lack similar options.<\/p>\n

      \n
    1. Research and findings<\/strong><\/li>\n<\/ol>\n

      2.1 Background of the Problem<\/strong><\/p>\n

      In the banking realm, advertising appeals are employed to grab and retain consumers\u2019 attention. This trend is most noticeable in multimodal ads that combine text, image, color, and gesture to communicate a range of messages within a single condensed piece of text (Kress & Van Leeuwen, 2006). These ads harmoniously integrate multiple modes to create compelling stories. Macagno and Souza Pinto (2021) assert that the process of reconstructing the multimodal arguments in an ad requires the involvement of pragmatics and argumentation theory, aiding in understanding how the visual and verbal features shape viewers\u2019 perceptions based on the advertisers\u2019 intentions. The two ads under study are analyzed using multimodal discourse frameworks and are presented in Figures 1 and 2.<\/p>\n

      Even if the body of literature on multimodal advertisements, in general, is growing, the analysis of Lebanese bank ads regarding their multimodal elements appears to be an area that has not been adequately researched. Recent studies, such as that by Macagno and Souza Pinto (2021), have emphasized the importance of analyzing the interplay between visual and verbal elements in ads. However, their study overlooked the Middle Eastern perspective.\u00a0 Njoku and Mbagwu (2023) applied verbal picture decoding in the analysis of multimodal aspects\u2014 such as images, bold prints, and the use of figures of speech\u2014 of internet ads. Nonetheless, their study addressed only Nigerian banks, which indicates the lack of advertisement research regarding Lebanese banks. Moreover, Kress and Van Leeuwen\u2019s metafunctions, Cheong\u2019s Generic Structure Potential, and Martinec and Salway\u2019s text-image relations, to name a few, have not been applied to Lebanese bank ads as much as researchers would have liked. Cheong (2004) asserts that it is of utmost importance to dissect the structural elements of an ad in order to account for its persuasive effectiveness. In addition, Martinec and Salway (2005) offer an account of the interdependence in multimodal texts through the use of combined codes within the verbal and visual continuum. Using these theoretical frameworks, this study aims to bridge such gaps by providing a detailed analysis of a commercial and non-commercial ad of Creditbank that existed before the year 2019.<\/p>\n

      2.2 Statement of the Problem<\/strong><\/p>\n

      The advancement in technology has greatly enhanced people\u2019s understanding of the multifaceted aspects of advertising. Particularly with regard to the banking sector, the breadth of advertisements has evolved to a more sophisticated degree in recent years. Research has demonstrated the significance of understanding the coherent integration of communication modes in ads (Macagno & Souza Pinto, 2021). However, there is a notable gap in the literature regarding the application of these frameworks to Lebanese bank ads. The current study seeks to bridge this gap by offering an analysis of two of Creditbank\u2019s pre-2019 online commercial and non-commercial ads. In particular, it seeks to investigate the verbal and visual composition using Kress and van Leeuwen\u2019s theory on metafunctions, Cheong\u2019s Generic Structure Potential (GSP), as well as Martinec and Salway\u2019s concepts concerning the relation between text and images.<\/p>\n

      2.3 Justification of the Study<\/strong><\/p>\n

      Analyzing commercial and non-commercial ads, this research intends to establish the differences in the strategies of communication and their effects on decision-making and the trust of consumers. Even though this study focuses on advertising before the economic crisis, it is important to profile the current banking issues and their potential influence on advertising models. The ongoing crisis, driven by poor management, growing debt, and political instability, continues to put immense pressure on banks (Uwaydah & Kassir, 2024). Christo and Shustova (2018) note that financial advertisers have increasingly turned to fear-based strategies to engage audiences during uncertain times. They argue that effectively engaging target audiences requires a deep understanding of the semiotic and communicative aspects of ads.<\/p>\n

      Therefore, the insights from this analysis may inform future advertising strategies and provide a baseline for assessing shifts in advertising discourse and public trust over time. The findings may offer actionable insights for advertisers navigating Lebanon\u2019s evolving economic landscape.<\/p>\n

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      1. Materials and Methods<\/strong><\/li>\n<\/ol>\n

        This study utilized qualitative multimodal discourse analysis (MDA) to examine how Creditbank utilizes visual and verbal components in its commercial and corporate social responsibility (CSR) ads. Qualitative MDA was selected since it can provide insight into the complex meanings formed by the interaction of images, text, and colors and allows a deep understanding of how different elements work together to communicate messages (Jewitt & Oyama, 2001). With this MDA approach, the semiotic strategies that quantitative analysis may overlook can be closely examined. The semiotic components in this study are highlighted in Table 1 and Table 2 for the Visa signature and Movember ads respectively (See tables at the end of the document).<\/p>\n

        The analysis focused on two of Creditbank\u2019s advertising strategies: an ad for Visa Signature and another for Movember\u2019s corporate social responsibility. They were chosen due to their representation of distinct advertising strategies\u2014commercial and CSR\u2014allowing for a comparative analysis. The Visa ad, sourced from Creditbank\u2019s official website: Creditbank. (2017). <\/strong>Visa Signature campaign<\/em> [Advertising campaign]. Creditbank. <\/strong>https:\/\/www.creditbank.com\/-\/media\/Creditbank\/Advertising-Campaigns\/Visa-Signature-Campaign-2017.ashx<\/a>, emphasizes luxury and exclusivity to appeal to affluent consumers, reflecting common commercial strategies (Okonkwo, 2009). The Movember ad, obtained from Creditbank\u2019s Facebook page Creditbank. (2017, November 2). <\/strong>Movember campaign: Raising awareness for men\u2019s health<\/em> [Post]. Facebook. <\/strong>https:\/\/www.facebook.com\/creditbank\/beirut<\/a>, highlights health awareness and community support, typical of CSR advertising (Chakraborty & Jha, 2019). Together, both offered insight into the genre-specific strategies commonly used in the financial services sector.<\/p>\n

        Three MDA frameworks were applied in the analysis, and tables were used to organize findings for clarity and comparison. The analytical process involved the following steps:<\/p>\n