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Synopsis
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.
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About the Author
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).
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Visual and Multimodal Communication: Applying the Relevance Principle
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Visual and Multimodal Communication: Applying the Relevance Principle (eng)
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Visual and Multimodal Communication
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Visual and Multimodal Communication (Hardcover)
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Oxford University Press Inc, New York, 2020
ISBN 10: 0190845236
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Hardcover. Condition: new. Hardcover. Successful communication requires optimal relevance to a target audience. Relevance theory (RT) provides an excellent model based on this insight, but the impact of the theory has until now been restricted due to an almost exclusive focus on spoken face-to-face communication. Visual and Multimodal Communication: Applying the Relevance Principle is the first book to systematically demonstrate how RT can fulfill its promise to develop into an inclusive theoryof communication.In this book, Charles Forceville refines and adapts RT's original claims to show its applicability to static visuals and multimodal discourses in popular culture genres.Using colorful examples, he explains how RT can be expanded and adapted to accommodate mass-communicative visual and visual-plus-verbal messages. Forceville addresses issues such as the difference between drawing prospective addressees' attention to a message and persuading them to accept it; the thorny continuum from implicit to explicit information; and the role of genre. Case studies of pictograms, advertisements, cartoons, and comics provide contemporary and accessible examples of theimportance of genre and of how the RT model can be connected to other approaches.By expanding the application of relevance theory to include mass-communicative messages, Visual andMultimodal Communication reintroduces a central framework of cognitive linguistics and pragmatics to a new audience and paves the way for an inclusive theory of communication. Shipping may be from multiple locations in the US or from the UK, depending on stock availability. Seller Inventory # 9780190845230
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Visual and Multimodal Communication : Applying the Relevance Principle
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ISBN 13: 9780190845230
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