LAUSR

Abstract This article investigates multimodal textuality in mobile advertising based on four Tinder ad campaigns. First, the article outlines theoretical approaches to the analysis of multimodal text with a special focus on mobile advertising. By highlighting formal and functional characteristics of the ad campaigns, the article then shows how different modes are used to create interactive advertisements to communicate with the app user and to promote products. The analysis illustrates how advertisers try to steer participation but also how the app user becomes a crucial part of this type of multimodal text. The article also draws comparison to other forms of multimodal text and gives an outlook on future research perspectives.