Text design as a communicative means to represent corporate identity on company websites: a comparison of two companies from the health and beauty sector

Müller, Dorothee K. (2009) Text design as a communicative means to represent corporate identity on company websites: a comparison of two companies from the health and beauty sector. MA dissertation, University of Portsmouth.

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    Abstract

    Text design has so far not been investigated extensively in communication theory. This makes it an interesting field of research. This dissertation focuses on the perspective of the copywriter as communicator, who has to manage multimodal elements to achieve an inherently coherent design. Thereby, an important part of business communication is included: the representation of corporate identity. Beiersdorf and L’Oréal are successful companies in the global health and beauty sector and both are market leaders in their respective countries. Using the example of their homepages, the main aim of this study is to show how text design contributes to the purpose of image representation. Moreover, the perspective of the communicator is foregrounded, establishing a concept for copywriters to approach a text compilation process. Under the aforementioned premise of showing to what extent text design features contribute to the purpose of presenting an intended image, the front pages of the two websites are analysed and compared. In order to initiate the analysis, a theoretical framework is constructed, which simultaneously serves two purposes. Firstly, it is used as an analysing tool to approach the homepages in question. Secondly, it is evaluated in order to ascertain whether or not this framework might be applied by professional copywriters in a text compilation process for websites. The practical research showed that the intended image has a crucial impact on the way text is designed. The constructed framework proved useful as an analysing tool. However, the results are far too narrow for practical implementation in a professional context. An extension of the created framework would be needed in order to make it applicable as a supportive tool for copywriters.

    Item Type: Dissertation
    Departments/Research Groups: Faculty of Humanities and Social Sciences > School of Languages and Area Studies
    Depositing User: Jane Polwin
    Date Deposited: 20 Jan 2011 12:48
    Last Modified: 28 Jan 2015 11:15
    URI: http://eprints.port.ac.uk/id/eprint/746

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