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Multimodality In Advertising

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Introduction
Multimodality, as defined by Bezemer and Jewitt (2010), “refers to a field of application rather than a theory” (p. 1). As stated by Jewitt (2009), multimodality has drawn interests “ across disciplines...against the backdrop of considerable social change” (p. 3). Consequently, people in the academic field are unravelling variety of issues arising from its study, such as those of theory and methodology while also exploring multimodality within the domains of corporate advertising, cartoons, museums, and so on (Bednarek, & Martin, 2010; Jewitt, 2009; Ventola, & Moya, 2009). Furthermore, Bezemer and Jewitt (2010) pointed out in connection with the rising issues that “psychological theories can be applied to look at how people perceive …show more content…

The three metafunctions, as quoted in Oyama (2000), are divided as follows: (1) The Ideational metafunction: The ability of semiotic systems to represent objects and their relations in a world outside the representational system or in the semiotic system of culture. (2) The Interpersonal metafunction: The ability of semiotic system to project the relations between the producer of that sign or complex sign, and the receiver/reproducer of that sign, that is to project a particular social relation between the producer, the viewer and the object represented. (3) The Textual metafunction: The ability of the semiotic system to form texts, where complexes of signs cohere both internally and with the context in and for which they were produced and different Compositional arrangements which allow the realization of different textual meanings. (p. …show more content…

It can be either with Low angle or Frontal angle. If the participant was snapped from the Frontal angle, the viewer has a good level of involvement because he or she interacts meaningfully with the represented model. In the case of Low angle, on the other hand, there is a substantial amount of detachment in relation to the position of the viewer, in that low angle restricts the interaction with the viewer, as opposed to Frontal

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