Funktionen des Textdesigns in CD-Covers als multimodalen Texten

Abstract

The broad significance of multimodality in media linguistics enables audio CD covers to be identified as multimodal texts. By activating different semiotic modes, multimodal text is perceived with multiple senses. This type of impact on the recipient’s senses enables the creation of a strong (positive or negative) influencing message. In order for a multimodal message to be rated as attractive and acceptable, it must first correspond to the superficial, i.e., formal-visual expectations of potential recipients or surprise them in terms of their expectations. The article presents the analysis of the functions of text design and their role in the reception of a multimodal text. The article focuses on the multimodal analysis of the CD cover (album “Peace Sells ... But Who’s Buying?” by Megadeth). The analysis is divided into two phases in which two types of text design functions are presented - text-oriented and reception- oriented functions. Text-oriented functions are characterized as epistemic, synoptic, recontextualizing, emulative and indicative. Reception-oriented functions are described as aesthetic, connotative, expres- sive, motivational and social. The results of the analysis show that many functions of text design are implemented on a small text area. Noticeable are also formal connections between the linguistic and visual parts of the text. Connections are used to cohesively convey the message on the covers of audio CDs and to achieve the persuasive goal of encouraging the recipient to buy the offered music album.

Keywords

• text design
• multimodality
• media linguistics
• cd cover