Handbuch Sprache im multimodalen Kontext

Terry D. Royce

15.Intersemiotic Complementarity in Print Advertisements

Abstract: This chapter investigates the co-occurrence of visual and verbal modes in multimodal print magazine advertisements, in this case a typical instance of the types found in The Economist magazine. The proposal advanced is that a social semiotic, metafunctional view of communication as developed by Halliday is an effective theory for informing attempts to account for the visual-verbal semantic interface in texts of this type. Halliday’s metafunctional view interprets communicational meaning in terms of three main metafunctions: ideational meanings, interpersonal meanings, and textual meanings. It is argued that visual-verbal intersemiotic relations can be described ...