The principle of complementarity between verbal and visual languages in media images
Several studies have sought to understand how and at which levels the complementarity between written text and images occurs, especially in media advertising. The main purpose of this article is to understand how written messages and images interact and complement each other in forming a coherent wh...
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| Format: | Article |
| Language: | Portuguese |
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Universidade Estadual de Campinas
2022-03-01
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| Series: | Cadernos de Estudos Lingüísticos |
| Subjects: | |
| Online Access: | https://periodicos.sbu.unicamp.br/ojs/index.php/cel/article/view/8663896 |
| _version_ | 1818313179570110464 |
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| author | Leonardo Antonio Soares |
| author_facet | Leonardo Antonio Soares |
| author_sort | Leonardo Antonio Soares |
| collection | DOAJ |
| description | Several studies have sought to understand how and at which levels the complementarity between written text and images occurs, especially in media advertising. The main purpose of this article is to understand how written messages and images interact and complement each other in forming a coherent whole in order to persuade readers to acquire certain products or services. Through this perspective, the analysis starts from the micro elements until it reaches the macro aspects, where the linguistic forms and image acts work in tandem to transmit ideological and hegemonic messages. The analysis draws on the theories of Halliday (1978, 1994), Kress and van Leeuwen (1996, 2002, 2006) and Royce (2007). As advertisements are the subject matter, Fairclough's (1995) studies on media trends are also relevant to this article. The results indicate that the ideational, interpersonal, and compositional aspects of media advertisements complement each other in the formation of a coherent whole capable of persuading readers to acquire a given products or influence their behavior. |
| first_indexed | 2024-12-13T08:29:38Z |
| format | Article |
| id | doaj.art-42a141ed83cb4620b725ade536ddec0f |
| institution | Directory Open Access Journal |
| issn | 2447-0686 |
| language | Portuguese |
| last_indexed | 2024-12-13T08:29:38Z |
| publishDate | 2022-03-01 |
| publisher | Universidade Estadual de Campinas |
| record_format | Article |
| series | Cadernos de Estudos Lingüísticos |
| spelling | doaj.art-42a141ed83cb4620b725ade536ddec0f2022-12-21T23:53:48ZporUniversidade Estadual de CampinasCadernos de Estudos Lingüísticos2447-06862022-03-01640010.20396/cel.v64i00.8663896The principle of complementarity between verbal and visual languages in media imagesLeonardo Antonio Soares0Federal University of Minas GeraisSeveral studies have sought to understand how and at which levels the complementarity between written text and images occurs, especially in media advertising. The main purpose of this article is to understand how written messages and images interact and complement each other in forming a coherent whole in order to persuade readers to acquire certain products or services. Through this perspective, the analysis starts from the micro elements until it reaches the macro aspects, where the linguistic forms and image acts work in tandem to transmit ideological and hegemonic messages. The analysis draws on the theories of Halliday (1978, 1994), Kress and van Leeuwen (1996, 2002, 2006) and Royce (2007). As advertisements are the subject matter, Fairclough's (1995) studies on media trends are also relevant to this article. The results indicate that the ideational, interpersonal, and compositional aspects of media advertisements complement each other in the formation of a coherent whole capable of persuading readers to acquire a given products or influence their behavior.https://periodicos.sbu.unicamp.br/ojs/index.php/cel/article/view/8663896ComplementarityAdvertsPublicityMultimodalityMediaSystemic Functional Linguistics |
| spellingShingle | Leonardo Antonio Soares The principle of complementarity between verbal and visual languages in media images Cadernos de Estudos Lingüísticos Complementarity Adverts Publicity Multimodality Media Systemic Functional Linguistics |
| title | The principle of complementarity between verbal and visual languages in media images |
| title_full | The principle of complementarity between verbal and visual languages in media images |
| title_fullStr | The principle of complementarity between verbal and visual languages in media images |
| title_full_unstemmed | The principle of complementarity between verbal and visual languages in media images |
| title_short | The principle of complementarity between verbal and visual languages in media images |
| title_sort | principle of complementarity between verbal and visual languages in media images |
| topic | Complementarity Adverts Publicity Multimodality Media Systemic Functional Linguistics |
| url | https://periodicos.sbu.unicamp.br/ojs/index.php/cel/article/view/8663896 |
| work_keys_str_mv | AT leonardoantoniosoares theprincipleofcomplementaritybetweenverbalandvisuallanguagesinmediaimages AT leonardoantoniosoares principleofcomplementaritybetweenverbalandvisuallanguagesinmediaimages |