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 (

Illocutionary Acts of Directive on Lazada_Id Advertising in the Instagram

“…Advertising no longer speaks to consumers in many voices. Speakers of the most profitable organizations, celebrities who support products or characters seen on minidramas, advertising agencies make places or broadcast places that place them in their programs including social media [16]. This study was originally made to provide face-to-face explanations communication and its main benefits are in the form of a new conceptualization where the idea of context and its role in making meaning.…”

“…This study was originally made to provide face-to-face explanations communication and its main benefits are in the form of a new conceptualization where the idea of context and its role in making meaning. This typel provide extensive argumentation and dialectical understanding of context, incorporation of world knowledge and participant experience expressed in language and the actual situational context in which communication occurs [16]. Status messages were analyzed according to the speech act (s) [17] protocol, quotations were excluded from analysis [5] For more details, the following researchers will present some data with the type of orders, orders, requests, and giving suggestions found in the Instagram Lazada_Id ad that is identified as directive illocutionary speech acts with the types described.…”

Linguistica Silesiana

“…Often the motivation for the link requires considerable interpretative effort, as in the Procto-hemolan commercial (4b) which employs images of burning chairs, stools and armchairs, but the expenditure of mental energy for solving the puzzle is usually rewarded with a sense of satisfaction and accomplishment. The advertisements that do not employ inventive cross-domain traversals very quickly dissolve in our consciousness into an insignifi cant and negligible background against which the more ingenious ones stand out and successfully modify our mental environment (Wojtaszek 2011).…”

“…The mechanisms involved resemble the way in which blends of mental spaces are constructed in the Conceptual Blending Theory (Fauconnier and Turner 2002), as these also contain novel elements resulting from the very process of mapping selected elements of one mental space on another. A modifi ed version of the Dynamic Model of Meaning, expanded to include the visual elements and highlighting the fact that (especially in advertising discourse) parallel consenses may be deliberately evoked at the same time, was presented in Wojtaszek (2016), where "juxtapositions of pictorial and linguistic elements are frequently responsible for emergence of additional senses which would be absent or only implicitly communicated if we were to separate the language from the illustration" (81-82). Another element linking this modifi ed version of the Dynamic Model of Meaning with Conceptual Blending Theory is a representation of the meaning-making process as active construction rather than decoding, focused on on-line mental processing of informational input against the existing knowledge-base of the recipient in a particular contextual embedding.…”