Pixel Surgery and the Doctored Image
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Hartmut Stöckl
Abstract
Based on a corpus of 232 print advertisements, the chapter studies the function of the composited, i.e., computer-generated, image (CGI) for the construction of multimodal arguments. Corpus annotation first captures design operations as manipulations or configurations of visual structure. This forms the basis for an enquiry into the images’ rhetorical potentials, that is their function for facilitating multimodal argumentation. Rhetorical potential is supplemented by annotating for argument type and relational propositions in the text-image relations. Besides producing an empirically verified, rhetorically motivated typology of print-CGI in advertising, the study also illustrates prominent and potent ways of building multimodal arguments through text-image relations.
Abstract
Based on a corpus of 232 print advertisements, the chapter studies the function of the composited, i.e., computer-generated, image (CGI) for the construction of multimodal arguments. Corpus annotation first captures design operations as manipulations or configurations of visual structure. This forms the basis for an enquiry into the images’ rhetorical potentials, that is their function for facilitating multimodal argumentation. Rhetorical potential is supplemented by annotating for argument type and relational propositions in the text-image relations. Besides producing an empirically verified, rhetorically motivated typology of print-CGI in advertising, the study also illustrates prominent and potent ways of building multimodal arguments through text-image relations.
Chapters in this book
- Frontmatter I
- Preface and Acknowledgements V
- Contents VII
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Part I: Introduction
- Empirical Multimodality Research: The State of Play 1
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Part II: Charting Paths for Empirical Research: Theoretical and Methodological Reflections
- Dimensions of Materiality 35
- From Data to Patterns 65
- Thinking in Action 91
- Computational Approaches for the Interpretation of Image-Text Relations 109
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Part III: Empirical Inroads: Case Studies and Results
- “I can’t see why you’re laughing”: Multimodal Analysis of Emotionalized Political Debate 141
- A Corpus-Based Approach to Color, Shape, and Typography in Logos 159
- Pixel Surgery and the Doctored Image 187
- Multimodal Discourse Analysis Based on the GeM Model 211
- Conventions in How Korean Films Mean 237
- An Empirical Multimodal Approach to Open-World Video Games 259
- List of Contributors 281
- Index 285
Chapters in this book
- Frontmatter I
- Preface and Acknowledgements V
- Contents VII
-
Part I: Introduction
- Empirical Multimodality Research: The State of Play 1
-
Part II: Charting Paths for Empirical Research: Theoretical and Methodological Reflections
- Dimensions of Materiality 35
- From Data to Patterns 65
- Thinking in Action 91
- Computational Approaches for the Interpretation of Image-Text Relations 109
-
Part III: Empirical Inroads: Case Studies and Results
- “I can’t see why you’re laughing”: Multimodal Analysis of Emotionalized Political Debate 141
- A Corpus-Based Approach to Color, Shape, and Typography in Logos 159
- Pixel Surgery and the Doctored Image 187
- Multimodal Discourse Analysis Based on the GeM Model 211
- Conventions in How Korean Films Mean 237
- An Empirical Multimodal Approach to Open-World Video Games 259
- List of Contributors 281
- Index 285
