6The Strategic Approach
6.1 Core Ideas
Work with a strategic take on multimodality is instrumental to the extent that it is interested in the potential of multimodal text to elicit desired responses from audiences. Especially the visual mode is often analysed in comparison to, or in combination with, verbal language. In management studies, its main application has been in the domain of marketing and consumer studies. More recently, the persuasive potential of multi-modal text in various instances of claims-making has gained wider attention. One stream of studies in this tradition is primarily interested in the immediate impact of different modes on cognitive processing. Such studies suggest, for instance, that visuals enhance information encoding, ...
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