Intersemiotics of multimodality: Advertisement in translation

Roksolana Povoroznyuk

Abstract


Modern technically advanced world is formed on the basis of digitization and automatization, which imply the usage of the WWW and a wide range of its resources in everyday life. Advertisers set sight on modern technologies to remain up-to-date with evolving technology and to catch the attention of as many recipients as possible. From the perspective of linguistic studies, advertising is one of the most popular spheres to analyze as its verbal and non-verbal components and their interaction pose a challenge for researchers. The studying of advertisements prior components allows defining the factors that influence the achievement of certain pragmatic effect. One of the most effective approaches to the studying of advertisements is the usage of multimodal discourse analysis, with the help of which one can analyze semiotics of particular ads. Multimodality deals with interaction of various modes of intercultural communication that work together for achieving certain communicative goals. The main approach to the analysis of the modes of advertising text is MMDA (multimodal discourse analysis) which covers the study of the language of the advertisement in combination with other resources, such as images, scientific symbolism, gesture, action, music and sound. In general, it is essential to note that multimodal discourse analysis of advertising is aimed at a detailed consideration of the visual / audio and linguistic features, which create a semiotic whole.

Keywords


polycode text; multimodal discourse analysis (MMDA); intersemiotics; verbal and non-verbal means; interpretation

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