![]() This means that the modeling must be able to explain the special ways in which print advertisements construct multimodal coherence and how these meaning-making processes are constrained and guided by the properties of the genre. ![]() A central tenet in our methodological suggestions is the general recognition of the genre-sensitivity of multimodal coherence. In contrast to case studies, which allow for broad discursive interpretations, we acknowledge the need in corpus-based studies to work with clear analytical criteria and to suggest concrete ways of annotating for various multimodal properties. We deliberately shift the focus away from multimodal cohesion with its emphasis on formal mode-connectedness (see Sanchez-Stockhammer and Schubert, 2022) to a consideration of coherence, which we regard as the more comprehensive concept with greater explanatory reach and power. The main aim of this article is to interrogate relevant theory in order to suggest and critically reflect a possible framework for the corpus-based analysis of multimodal coherence in print ads. Such commercial or pro-social arguments contain claims about and descriptions of the superior quality of the commodity/brand/service in question and offer reasons or evidence to support these claims (see Ripley, 2008). All this semiotic work between advertiser and consumer is performed with a knowledge of the genre conventions of advertising in mind, which stipulate that any multimodal coherence must be instrumental in constructing an argument. Based on these ties, but even in their absence, recipients will relate verbal and visual propositions in order to construct plausible and contextually relevant multimodal meaning(s) in the form of an overall discourse hypothesis. In relation to the corpus of print advertisements (see Stöckl, 2021) underlying the method-building here, this triad may be concretized: The ads construct cohesive ties between words/expressions in ad copy, headlines or slogans and visual elements in images (sometimes also involving typographic resources). (3) Rhetorical function: a genre-specific, task-based functionality resulting both from structural and semantic texture. (2) Discourse semantics: sense continuity generated from meanings expressed in the different modes, (1) Structure: structure-based mode linking in the form of cohesive ties, It also highlights the three facets of text-connectedness, namely: This definition interprets the very nature of multimodality as residing in intermodal cohesion/coherence. ![]() The point of departure in this methodological sketch is a view of multimodality as “textual combinations of different modes and their integration in terms of structure, discourse semantics, and rhetorical function” ( Stöckl, 2019a, p. The present article seeks to improve our grip on multimodal coherence, both with a view to its conceptual modeling and its empirical analysis. Despite an increasing intensity of work in multimodality research (see e.g., Klug and Stöckl, 2016 Bateman et al., 2017 Wildfeuer et al., 2019 Pflaeging et al., 2021), multimodal coherence must still count as an under-researched area of study.
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