Iconicity in mutlimodal texts of print advertisements

k 2019

Iconicity in mutlimodal texts of print advertisements

PELCLOVÁ, Jana

Basic information

Original name

Iconicity in mutlimodal texts of print advertisements

Authors

PELCLOVÁ, Jana (203 Czech Republic, guarantor, belonging to the institution)

Edition

The 12th International Symposium on Iconicity in Language and Literature, 3-5 May 2019, Lund University, Švédsko, 2019

Other information

Language

English

Type of outcome

Prezentace na konferencích

Field of Study

60203 Linguistics

Country of publisher

Sweden

Confidentiality degree

není předmětem státního či obchodního tajemství

References:

URL

RIV identification code

RIV/00216224:14210/19:00111198

Organization unit

Faculty of Arts

Keywords in English

advertising; iconicity; visual grammar; typeface design

Abstract

V originále

If the principle of both language and visual iconicity is used in the discourse of advertising, an advertisement has a higher potential to influence the consumer’s cognitive states by encouraging him or her to invest more time and energy in decoding the extra meaning found on both textual and visual levels. The search for this intended meaning enables the consumer to become a more active participant in this one-way public type of communication, and thus to enhance both the persuasive effect as well as the aesthetic impression when ‘reading’ an ad. Print advertisements are nowadays understood as multimodal texts in which both verbal and non-verbal codes are employed for a successful message delivery. The visualization of the verbal code enables the words to function as graphic signs in which the visual iconicity of the typeface and typography objectifies the semantic dimension of the words used (Pelclová 2018). Following the principle of a diagrammatic iconicity found in language, Kress and van Leeuwen’s (1996, 2001) visual grammar, and Henderson, Giese and Cote’s (2004) typeface design, the poster examines print advertisements on food and medical products in which visual and language iconicity participate in meaning construction. The objective is to study how the language diagrammatic iconicity and the visual iconicity together with the typographic iconicity cooperate in order to iconicize product-related and/or consumer-related traits the advertiser considers be the most salient and thus worth accentuating in the message being advertised. To be more specific, the study analyses the traits of 1) the production creation, 2) the ingredients used, 3) the variety of products or ingredients, and 4) product experience. The poster introduces which means of visual and language iconcity are used for which of the four traits mentioned above, and how the means of iconicity are distributed among the iconicized traits.

Links

MUNI/A/1396/2018, interní kód MU

Name: Researching Communication in English: Paradigms, Strategies, Developments (Acronym: RCE)

Investor: Masaryk University, Category A

Citovat

PELCLOVÁ, Jana. Iconicity in mutlimodal texts of print advertisements. In The 12th International Symposium on Iconicity in Language and Literature, 3-5 May 2019, Lund University, Švédsko. 2019.

@proceedings{1576998,
   author = {Pelclová, Jana},
   booktitle = {The 12th International Symposium on Iconicity in Language and Literature, 3-5 May 2019, Lund University, Švédsko},
   keywords = {advertising; iconicity; visual grammar; typeface design},
   language = {eng},
   title = {Iconicity in mutlimodal texts of print advertisements},
   url = {https://konferens.ht.lu.se/ill-12/},
   year = {2019}
}

TY  - CONF
ID  - 1576998
AU  - Pelclová, Jana
PY  - 2019
TI  - Iconicity in mutlimodal texts of print advertisements
KW  - advertising
KW  - iconicity
KW  - visual grammar
KW  - typeface design
UR  - https://konferens.ht.lu.se/ill-12/
L2  - https://konferens.ht.lu.se/ill-12/
N2  - If the principle of both language and visual iconicity is used in the discourse of advertising, an advertisement has a higher potential to influence the consumer’s cognitive states by encouraging him or her to invest more time and energy in decoding the extra meaning found on both textual and visual levels. The search for this intended meaning enables the consumer to become a more active participant in this one-way public type of communication, and thus to enhance both the persuasive effect as well as the aesthetic impression when ‘reading’ an ad. Print advertisements are nowadays understood as multimodal texts in which both verbal and non-verbal codes are employed for a successful message delivery. The visualization of the verbal code enables the words to function as graphic signs in which the visual iconicity of the typeface and typography objectifies the semantic dimension of the words used (Pelclová 2018). Following the principle of a diagrammatic iconicity found in language, Kress and van Leeuwen’s (1996, 2001) visual grammar, and Henderson, Giese and Cote’s (2004) typeface design, the poster examines print advertisements on food and medical products in which visual and language iconicity participate in meaning construction. The objective is to study how the language diagrammatic iconicity and the visual iconicity together with the typographic iconicity cooperate in order to iconicize product-related and/or consumer-related traits the advertiser considers be the most salient and thus worth accentuating in the message being advertised. To be more specific, the study analyses the traits of 1) the production creation, 2) the ingredients used, 3) the variety of products or ingredients, and 4) product experience. The poster introduces which means of visual and language iconcity are used for which of the four traits mentioned above, and how the means of iconicity are distributed among the iconicized traits.
ER  -

PELCLOVÁ, Jana. Iconicity in mutlimodal texts of print advertisements. In \textit{The 12th International Symposium on Iconicity in Language and Literature, 3-5 May 2019, Lund University, Švédsko}. 2019.

Detailed Information on Publication Record