Multimodal ads: language, images, music Flashcards
why do visuals matter in ads? (2)
- there can be complex & conflciting messages in words & images
- interpreting ads is often a matter of drawing inference based on the relation of the words & pictures
three ways words & images interact> (B,1977) (LONGER) (3)
- anchorage= words pin down (‘anchor’) the meaning of the image
- illustration= images give meaning to words (e.g. words ‘before/after’ & image)
- relay= we move back & forth between the image & text, so the meaning emerges through a combination of both
three ways words & images interact> (B,1977)
- anchorage
- illustration
- relay
why does music matter in commercials> (3)
- music can add another layer of meaning
- it can REINFORCE or CONTRADICT the meaning created by lang and/or visuals
- it especially creates AFFECTIVE meaning
music in ads: what to analyse> (6)
- style (classic, pop etc)
- instrumentation (piano, string etc)
- tempo (from slow>fast)
- volume (quiet>loud)
- also: any changes in above; relations between music lang & images
- not lyrics (as this is part of lang analysis)
HOW is meaning created (5)> (LONGER)
- semiosis= using signs to make meaning
- semiotics/ semiology= the study of signs
- sign= anything that conveys meaning, a combination of the signifier & the signified
- signifier= the physical form of the sign (letters/sounds/images)–>(e.g. <c><a><t> /kat/)</t></a></c>
- signified= what is represented & evoked in the mind: (e.g. furry 4 legged animal that meows)
HOW is meaning created (5)>
- semiosis
- semiotics or semiology
- sign
- signifier
- signified
signifier & signified–>3 relations>
- icon= relation of resemblance, direct (e.g. image of cake)
- index= relation of cause & effect (e.g. image of a plate with cake crumbs
- symbol= relation of convention, arbitrary (e.g. word ‘cake’ /keɪk/)
icon=
relation of resemblance, direct (e.g. image of a cake)
index=
relation of cause & effect (e.g. an image of a plate with cake crumbs)
symbol=
relation of convention, arbitrary (e.g. the word ‘cake’)
what to analyse in images> (4)
- colour (hue, saturation, value)
- composition
- framing
- gaze
image analysis: how can colour be used in ads>
- aspects of colour (hue, saturation, value) can be paralleled & deviated from for foregrounding effects (i.e, slogans/products etc)
Images analysis: composition> (LONGER) (4)
- the order of elements on a page can convey meaning:
-top>bottom= ideal>real
-left>right=before>after;
problem>solution; given>new
-centre>periphery= salient>less important
Images analysis: composition>
The order of elements on a page can convey meaning
Top-bottom composition meaning>
ideal>real
left>right composition meaning> (3)
- before>after
- problem> solution
- given> new
centre>periphery meaning>
salient>less important
Framing=
what we can or cannot see in an advert
image analysis> framing: closed frame>
everything relevant is included within the frame
Image analysis>framing: open frame>
there is reference to something outside the frame
image analysis: gaze> 2 types>
-offer image
- demand image
image analysis: gaze> offer image>
=side & horizontal position, no direct gaze
image analysis: gaze> demand image>
=direct gaze
- reinforced through direct address (qn, imperative)
multimodal ads: lang, images, music concs> (3)
- images may have iconic, indexical or symbolic meanings
- to analyse images, we can consider colour, composition, frame & gaze
- many points made about lang (parallelism, ambiguity) also apply to visual)
