As well as the words web sites use, in which ‘loans’ was transformed into ‘products’ such as for instance, a number of other complementary methods are utilized

Which multimodal method allows us to to know how these websites work so you can normalise pay day loan provision and to encourage individuals to sign up for costly finance by making use of “discreet semiotic process” (Brookes & Harvey 2016: 169). The latest naturalistic (photographic) visual representations used by Wonga give audiences an appealingly normal subject position that your viewer can easily identify with. By applying entertaining devices to shop for the borrowed funds equipment, the consumer is managed while the choice of the color and you may style, ideas is manipulated, small print simplistic and you will negative effects downplayed (Brookes & Harvey 2016: 169). The result is the whole habit of borrowing from the bank money is one another normalised and you may destigmatised (Brookes & Harvey 2016). Continue reading →