The Interplay of Visual Images in Food Advertising
The Interplay of Visual Images in Food Advertising

Summary/Abstract: This paper examines food advertising as a complex multi-modal ensemble that includes linguistic and graphic, as well as audio-visual elements. The aim of the paper is to review the interaction between the type of communication that is pragmatically determined, the marketing intentions to sale the advertised food and the environment for delivering the message via broadcasting. Unlike most of the discussions on the role of food advertising, the present report explores and demonstrates pragmatic value of the specific commercial in which the verbal cues are supported by pictures and images. The configuration text – picture is further analyzed as a type of relationship, concerning the extra-linguistic reality as a favourable medium and condition for executing the goal of the commercial.

• Details
• Contents