Plakat jako przykład multimodalnego amalgamatu

Abstract

Poster as an example of a multimodal amalgam (conceptual blend) The author analyses two posters used in two social campaigns. Posters are unique in their usage as means of communication because they aim to provide information quickly and in an eye-catching way. As a result, their authors often use conceptual blending and integration to create persuasive communication. In the article, the author treats posters as complex blends, she finds input spaces, indicates relations between their elements, and tries to discover generic spaces on different levels of specificity. This methodology enables her to show how a complex verbal and visual statement can be coherently understood by the viewer.

Keywords

• amalgamaty
• integracja pojęciowa
• komunikat multimodalny