Analysis of multimodal resources in printed advertising text

Authors

• Lisane Schafer Segatto
• Graziela Frainer Knoll

DOI:

https://doi.org/10.17058/signo.v38i64.3377

Abstract

As complex as the verbal text, the visual text also features specific structures and functions that require literacy. In the media, the predominance of visual language highlights the importance of understanding the multimodal aspects of media genres. The objective of this study is to examine the multimodal resources present in a printed advertisement. For this purpose, we selected a Gatorade ad published in Boa Forma Magazine, whose meanings are described for each visual element that composes the text based on the Grammar of Visual Design, by Kress and van Leeuwen (1996). The results show that the choices made in the composition of the text tend to point out the advertised product and facilitate interaction with the reader. Thus, the analysis demonstrates that every aspect cooperate in constructing meanings in the multimodal text, recognition that can foster understanding and producing messages in a more carefully way.