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Multimodal integration in the perception of press advertisements within the Dynamic Model of Meaning

Multimodal integration in the perception of press advertisements within the Dynamic Model of Meaning Abstract New conceptualizations of meaning-making stress the importance of the contextual factors and the world knowledge resources alongside the linguistic input. The way in which these factors contribute to the ultimate understanding of messages depends largely on the type of communication involved. In advertising discourse exploitation of extra-linguistic resources seems to be exceptionally high. The present paper reports on a study in which the way the textual and pictorial channels support each other in information processing was investigated. To this end eight press advertisements have been modified in such a way that the texts were separated from the pictures and presented in this way to a group of respondents, who were asked to interpret either the texts or the illustrations alone, only later to be shown the complete versions and asked once again to report on their understanding of the messages in their original versions. In the discussion reference was made to such theoretical conceptualizations as the Dynamic Model of Meaning ( Kecskes 2008 ), the notions of multiplying meaning and traversals (Lemke 1998 ; 2001 ; 2005 ), Conceptual Integration Theory ( Fauconnier 1994 ; Fauconnier and Turner 1998 ; 2002 ), Resource Integration Principle ( Baldry and Thibault 2006 ), GeM Model ( Bateman 2008 ) and Graded Salience Hypothesis ( Giora 2003 ). http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Lodz Papers in Pragmatics de Gruyter

Multimodal integration in the perception of press advertisements within the Dynamic Model of Meaning

Wojtaszek, Adam
Lodz Papers in Pragmatics , Volume 12 (1) – Jun 1, 2016
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Publisher
de Gruyter
Copyright
Copyright © 2016 by the
ISSN
1895-6106
eISSN
1898-4436
DOI
10.1515/lpp-2016-0005
Publisher site
See Article on Publisher Site

Abstract

Abstract New conceptualizations of meaning-making stress the importance of the contextual factors and the world knowledge resources alongside the linguistic input. The way in which these factors contribute to the ultimate understanding of messages depends largely on the type of communication involved. In advertising discourse exploitation of extra-linguistic resources seems to be exceptionally high. The present paper reports on a study in which the way the textual and pictorial channels support each other in information processing was investigated. To this end eight press advertisements have been modified in such a way that the texts were separated from the pictures and presented in this way to a group of respondents, who were asked to interpret either the texts or the illustrations alone, only later to be shown the complete versions and asked once again to report on their understanding of the messages in their original versions. In the discussion reference was made to such theoretical conceptualizations as the Dynamic Model of Meaning ( Kecskes 2008 ), the notions of multiplying meaning and traversals (Lemke 1998 ; 2001 ; 2005 ), Conceptual Integration Theory ( Fauconnier 1994 ; Fauconnier and Turner 1998 ; 2002 ), Resource Integration Principle ( Baldry and Thibault 2006 ), GeM Model ( Bateman 2008 ) and Graded Salience Hypothesis ( Giora 2003 ).

Journal

Lodz Papers in Pragmatics – de Gruyter

Published: Jun 1, 2016

References

  • Conceptual integration networks
  • The “Politeness” framework in the contrastive study of Polish and British commercials
  • Duelling contexts: A dynamic model of meaning