Successful communication requires optimal relevance to the target audience. Relevance theory provides an excellent model based on this insight, but until now the impact of the theory has been restricted due to an almost exclusive focus on spoken face-to-face communication. Visual and Multimodal Communication is the first book to systematically demonstrate how relevance theory can fulfill its promise to develop into an inclusive theory of communication. This book explains how relevance theory can be adapted to accommodate mass-communicative messages in pictograms, advertisements, cartoons, and…mehr
Successful communication requires optimal relevance to the target audience. Relevance theory provides an excellent model based on this insight, but until now the impact of the theory has been restricted due to an almost exclusive focus on spoken face-to-face communication. Visual and Multimodal Communication is the first book to systematically demonstrate how relevance theory can fulfill its promise to develop into an inclusive theory of communication. This book explains how relevance theory can be adapted to accommodate mass-communicative messages in pictograms, advertisements, cartoons, and comics, paving the way for a theory of communication covering different modes, media, and genres.
Charles Forceville is Associate Professor of Media Studies at the University of Amsterdam. Committed to cognitivist, socio-biological, and relevance-theoretical approaches, he works on multimodality in metaphor, argumentation, and narrative discourse. He is author of Pictorial Metaphor in Advertising (1996) and co-editor of Multimodal Metaphor (2009), Creativity and the Agile Mind (2013), and Multimodal Argumentation and Rhetoric in Media Genres (2017).
Inhaltsangabe
Introduction Chapter 1: Preliminaries Chapter 2: Relevance Theory-Basics Chapter 3: Adapting Relevance Theory to Accommodate Visual Communication Chapter 4: Relevance Theory and Mediated Mass-Communication Chapter 5: Genre Chapter 6: Case Studies: Pictograms, Traffic Signs, and Logos Chapter 7: Case Studies-Advertising Chapter 8: Case Studies-Political and Non-Political Cartoons Chapter 9: Case Studies-Comics Chapter 10: Controversial Communication Chapter 11: Concluding Remarks Bibliography Index
Introduction Chapter 1: Preliminaries Chapter 2: Relevance Theory-Basics Chapter 3: Adapting Relevance Theory to Accommodate Visual Communication Chapter 4: Relevance Theory and Mediated Mass-Communication Chapter 5: Genre Chapter 6: Case Studies: Pictograms, Traffic Signs, and Logos Chapter 7: Case Studies-Advertising Chapter 8: Case Studies-Political and Non-Political Cartoons Chapter 9: Case Studies-Comics Chapter 10: Controversial Communication Chapter 11: Concluding Remarks Bibliography Index
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