A Multimodal Discourse Analysis of Air France’s Print Advertisement
Bibliographic record
Abstract
<p>The past decade has witnessed the rising popularity of the airline industry, along with prosperity and ever increasing competition. It has become important for airline companies to outshine their rivals for a favorable market share. As a major means of promotion, advertising campaign is of crucial importance in building the corporate image and exerting brand influence. This study conducts a multimodal discourse analysis on the advertising campaign launched by Air France in 2014, and hope to be of interest to researchers, producers of advertising metaphors, as well as consumers in general. The results indicate that the highlighted visual and textual components are arranged as such to form a sense of superiority and great comfort that is perceivable to the viewers. Through the construction of an elegant, glamorous and superior atmosphere, it is palpable that Air France tends to broadcast their brand toward viewers who pay attention to quality of and enjoyment in life, and welcome prosperous cultural peculiarities.</p>
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How this classification was reachedexpand
Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.000 | 0.012 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.000 | 0.000 |
| Science and technology studies | 0.000 | 0.000 |
| Scholarly communication | 0.000 | 0.000 |
| Open science | 0.000 | 0.000 |
| Research integrity | 0.000 | 0.000 |
| Insufficient payload (model declined to judge) | 0.001 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one teacher head, not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".