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

  • Adam Wojtaszek EMAIL logo
Veröffentlicht/Copyright: 8. August 2016
Lodz Papers in Pragmatics
Aus der Zeitschrift Lodz Papers in Pragmatics Band 12 Heft 1

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).

Keywords: advertising discourse; Dynamic Model of Meaning; interpretation of ads; multimodal integration
Institute of English University of Silesia ul. Grota-Roweckiego 5, room 4.66 41-205 Sosnowiec Poland

About the Author Adam Wojtaszek is Associate Professor and the Director at the Institute of English, University of Silesia, Katowice, Poland. His major field of interest is linguistic pragmatics, psycholinguistics and language of advertising and persuasion. He has published two books on advertising language, Deciphering Radio Commercials – A Pragmatic Perspective (2002) and Theoretical Frameworks in the Study of Press Advertisements – Polish, British and Chinese Perspective (2011), as well as a number of articles on the topic. Within the area of psycholinguistics and second language acquisition studies, he has co-edited a number of volumes reporting on recent studies and developments. His recent interests revolve around new conceptualizations of meaning in language and the interplay between linguistically and contextually encoded information.

Appendix: The advertisements used in the study

Bazooka gum: Crash

Advertising Agency: Duval Guillaume, Brussels, Belgium

Creative Directors: Katrien Bottez, Peter Ampe

Art Director: Christian Loos

Copywriter: Raoul Maris

Photographer: Marcel Veelo

Durex extra large: Hurdles

Advertising Agency: The Jupiter Drawing Room, South Africa

Creative Directors: Graham Warsop, Michael Blore

Art Directors: Shane Forbes, Liam Wielopolski

Copywriter: Clint Bechus Photographer: Michael Meyersfeld

Oil of Olaz: Passport

Agency: Saatchi & Saatchi, Germany

Weru soundproof windows: Fire brigade

Agency: Scholz & Friends, Berlin, Germany

Creative Director: Matthias Spaetgens, Jan Leube

Copywriter: Michael Haeussler Art

Director: Kay Luebke Photographer: Ralph Baiker

Pepsi: Pepsi Light Agency: BBDO Dusseldorf

Siemens vacuum cleaner: Opera

Advertising Agency: Scholz & Friends, Hamburg, Germany

Creatives: Johan H. Ohlson, Axel Schilling

Photo: hiepler+brunier

Sparkasse: Bill

Advertising Agency: Jung von Matt, Berlin, Germany

Creative Directors: Mathias Stiller, Wolfgang Schneider, David Mously, Jan Harbeck

Copywriter: Teja Fischer Art Director: Florian Pack

Account Managers: Frank Lotze, Helen Seiffe, Ruben Ockenfels

Niedermeyer: Super zoom

Advertising Agency: TBWA\Wien, Austria

Creative Directors: Robert Wohlgemuth, Gerd Turetschek, Elli Hummer

Art Director: Jeff Stenzenberger

Copywriter: Karin Schalko

Photographer: Arnd Ötting

Illustrator: Christian Pfeifer

References

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Published Online: 2016-8-8
Published in Print: 2016-6-1

© 2016 by Walter de Gruyter Berlin/Boston

Artikel in diesem Heft

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https://doi.org/10.1515/lpp-2016-0005
Schlagwörter für diesen Artikel
advertising discourse; Dynamic Model of Meaning; interpretation of ads; multimodal integration

Artikel in diesem Heft

  1. Editorial
  2. Editorial
  3. Research Article
  4. Politeness without routines: a case study in Hobongan and implications for typology
  5. Research Article
  6. Face saving discursive strategies of negation: A Saudi-Japanese comparison
  7. Research Article
  8. A socio-pragmatic analysis of wúlítóu ‘nonsense’ in Taiwanese verbal interactions
  9. Research Article
  10. Multimodal integration in the perception of press advertisements within the Dynamic Model of Meaning
  11. Research Article
  12. Prosodic constraints on pragmatic interpretation: a new chapter in linguistic pragmatics
  13. Review
  14. Review
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