I see what is said: The interaction between multimodal metaphors and intertextuality in cartoons
AbstractPrinted material, such as advertisements, manuals, instruction books, maps, graphics, and cartoons usually depend on the interaction between verbal and pictorial/visual modes to convey messages and information. The interaction of those different semiotic modes to make meaning is described as multimodality, and hence a multimodal theory of communication has been established. While the emphasis on the verbal-visual interaction is not new, its contribution to the field of linguistics has been recently developed. A linguist whose concern has for a long time been on verbal language, either written or spoken, is now better able to analyse the language of advertisements, the meaning of which is also communicated through visual features; and examine a news text accompanied by an image or a photograph. However, Jewitt (2009) provided a definition of multimodality that focused on the role of different semiotic modes (verbal, visual, and audio/visual) in achieving meaningful communication: The following is a ...
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