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Coherence 4a Similarly, in multimodal texts, clusters of semiotic modalities provide clues as to the genre in question and to the organisational structure.

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Presentation on theme: "Coherence 4a Similarly, in multimodal texts, clusters of semiotic modalities provide clues as to the genre in question and to the organisational structure."— Presentation transcript:

1 Coherence 4a Similarly, in multimodal texts, clusters of semiotic modalities provide clues as to the genre in question and to the organisational structure of the text. See MCA (MCA.unipv.it) for an example of a relational database designed to promote the analysis of this phenomenon.MCA.unipv.it

2 Coherence 5 Priming Words and expressions (and clusters and bundles) can be primed (Hoey) to appear only in specific parts of a text or specific circumstances of discourse production. … I love you too.

3 Coherence 5a Clusters of semiotic modalities are also primed to appear only in certain circumstances. cf. clichéd cinematic conventions blurred vision > dream camera panning over city > change to shot of room change of speaker > change of close-up

4 Thematic formations (Lemke) 1 Larger units than words can form chains – a structural pattern may be repeated. More commonly, and more importantly, a thematic pattern (A SEMANTIC WEB OF INTERRELATED MEANINGS) may be repeated at different levels of abstraction. Lemke (1995)

5 Thematic formations (Lemke) 2 Chains also normally interact with one another: A chain B chain + A-B relationship

6 Thematic formations (Lemke) 3 Complex grammatical or rhetorical structures tie members of large thematic formations together.

7 Thematic formations (Lemke) 4 words relating to other words word chains relating to other chains texts relating to other texts shots relating to other shots phases relating to other phases films relating to other films

8 Case Study Six multimodal texts (drinks ads) have been analysed in terms of the criteria discussed above with a view to their translation in subtitles.

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10 Insert video Insert video Norda

11 Norda: features N.

12 Norda: phasal analysis Macro phase 1 Three animals around glass filling with water. Jingly guitar music reaching a crescendo. Blue sky. Macro phase 2 Eagle and blue sky fading into woman drinking (same trajectory); back to water in glass Music stops. Macro phase 3 Eagle perched on iced bottle and blue sky. Bottle and written message.

13 Norda: subphases 1 1.1 Wolf running through snow. (seductive female voice Più in alto) 1.2A stoat emerges from its hole. (seductive female voice Più in alto) 1.3glass filling 1.4panning back on an ibex on the snow (seductive female voice reaching crescendo Più in alto)

14 Norda: subphases 2 (transition: blue sky/blue label) 2.1Eagle flying majestically (Là dove volano le aquile…) 2.2 Woman drinking from bottle (eyes closed in pleasure) (…nasce Norda) 2.3 Water filling glass 2.4Written label rises (Da 1935 metri) 2.5Eagle reappears (Acqua minerale naturale Norda)

15 Norda: subphases 3 3.1Eagle perched on iced bottle, recedes. 3.2Bottle of Norda fills screen (Norda: più in alto, nessuna) (written Acqua minerale naturale Norda. Da 1935 metri)

16 Translation Higher and higher Up where the eagle flies… … we find Norda From 6,000 feet… … Norda natural mineral water Theres nothing higher than Norda Norda natural mineral water From 6.000 feet.

17 Insert video Insert video Norda sub


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