The Interpersonal Meanings of Words and Images in Ads: An Intersemiotic Complementary View

This study is to find out the interpersonal meaning and the intersemiotic complementarity in selected public service advertisement of violence against children prevention campaign. The ads were found in social media of Pinterest; they were used in the campaign in June 2014 by Amnesty International....

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Autores principales:	Fina Khanifa, Khristianto
Formato:	article
Lenguaje:	EN
Publicado:	Universitas Udayana 2021
Materias:	interpersonal meaning ads multimodality image text complementarity framework Language and Literature P
Acceso en línea:	https://doi.org/10.24843/LJLC.2021.v12.i02.p04 https://doaj.org/article/2c0d1cfeebc543848f35ab9397b4953d
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spelling	oai:doaj.org-article:2c0d1cfeebc543848f35ab9397b4953d2021-11-29T20:26:32ZThe Interpersonal Meanings of Words and Images in Ads: An Intersemiotic Complementary Viewhttps://doi.org/10.24843/LJLC.2021.v12.i02.p042527-6719https://doaj.org/article/2c0d1cfeebc543848f35ab9397b4953d2021-11-01T00:00:00Zhttps://ojs.unud.ac.id/index.php/languange/article/view/79672/42057https://doaj.org/toc/2527-6719This study is to find out the interpersonal meaning and the intersemiotic complementarity in selected public service advertisement of violence against children prevention campaign. The ads were found in social media of Pinterest; they were used in the campaign in June 2014 by Amnesty International. Another ad is from UNICEF which posted in its website in the same periode. Employing Royce’s intersemiotic complementarity framework (2001), it analyzed how the visual and verbal signs work together to create common messages sent to the public as viewers/readers. Based on the analysis, it is found out that the five aspects of visual features --visual contact, social distance, involvement, power relation, and modality—have worked together to construct the interpersonal meaning. The close up shot showing the detail of the bruises on the nose emphasizing a high modality; it represents a high naturality. The boy in bruises looks directly at viewers’ eyes, demanding a help from them. The equal frame on the picture tells the readers that the boy can be part of every one’s life. It may happen in any place and the readers are asked to do take an action. In terms of verbal features, the declarative sentences are used to inform the facts. It is to highlight the clear message in the image, saying that such a violence may be taken by a mother who inherits the boy’s nose—the one who actually loves him very much, but the situation has changed her a lot. Both visual and verbal modes contribute to convey interpersonal meaning. The intersemiotic complementarity in the advertisement is realized interpersonally through the meanings projected in both modes through the reinforcement of address.Fina KhanifaKhristiantoUniversitas Udayanaarticleinterpersonal meaningadsmultimodalityimagetextcomplementarity frameworkLanguage and LiteraturePENLingual, Vol 12, Iss 2, Pp 22-27 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	interpersonal meaning ads multimodality image text complementarity framework Language and Literature P
spellingShingle	interpersonal meaning ads multimodality image text complementarity framework Language and Literature P Fina Khanifa Khristianto The Interpersonal Meanings of Words and Images in Ads: An Intersemiotic Complementary View
description	This study is to find out the interpersonal meaning and the intersemiotic complementarity in selected public service advertisement of violence against children prevention campaign. The ads were found in social media of Pinterest; they were used in the campaign in June 2014 by Amnesty International. Another ad is from UNICEF which posted in its website in the same periode. Employing Royce’s intersemiotic complementarity framework (2001), it analyzed how the visual and verbal signs work together to create common messages sent to the public as viewers/readers. Based on the analysis, it is found out that the five aspects of visual features --visual contact, social distance, involvement, power relation, and modality—have worked together to construct the interpersonal meaning. The close up shot showing the detail of the bruises on the nose emphasizing a high modality; it represents a high naturality. The boy in bruises looks directly at viewers’ eyes, demanding a help from them. The equal frame on the picture tells the readers that the boy can be part of every one’s life. It may happen in any place and the readers are asked to do take an action. In terms of verbal features, the declarative sentences are used to inform the facts. It is to highlight the clear message in the image, saying that such a violence may be taken by a mother who inherits the boy’s nose—the one who actually loves him very much, but the situation has changed her a lot. Both visual and verbal modes contribute to convey interpersonal meaning. The intersemiotic complementarity in the advertisement is realized interpersonally through the meanings projected in both modes through the reinforcement of address.
format	article
author	Fina Khanifa Khristianto
author_facet	Fina Khanifa Khristianto
author_sort	Fina Khanifa
title	The Interpersonal Meanings of Words and Images in Ads: An Intersemiotic Complementary View
title_short	The Interpersonal Meanings of Words and Images in Ads: An Intersemiotic Complementary View
title_full	The Interpersonal Meanings of Words and Images in Ads: An Intersemiotic Complementary View
title_fullStr	The Interpersonal Meanings of Words and Images in Ads: An Intersemiotic Complementary View
title_full_unstemmed	The Interpersonal Meanings of Words and Images in Ads: An Intersemiotic Complementary View
title_sort	interpersonal meanings of words and images in ads: an intersemiotic complementary view
publisher	Universitas Udayana
publishDate	2021
url	https://doi.org/10.24843/LJLC.2021.v12.i02.p04 https://doaj.org/article/2c0d1cfeebc543848f35ab9397b4953d
work_keys_str_mv	AT finakhanifa theinterpersonalmeaningsofwordsandimagesinadsanintersemioticcomplementaryview AT khristianto theinterpersonalmeaningsofwordsandimagesinadsanintersemioticcomplementaryview AT finakhanifa interpersonalmeaningsofwordsandimagesinadsanintersemioticcomplementaryview AT khristianto interpersonalmeaningsofwordsandimagesinadsanintersemioticcomplementaryview
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The Interpersonal Meanings of Words and Images in Ads: An Intersemiotic Complementary View

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