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    Evaluating Messages And/or Images of Different Types of Texts Reflecting Different Cultures

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    Meila Gomez
    1. This document discusses multimodal texts and the importance of cultural sensitivity when conveying messages through different modes and media. 2. It provides examples of companies that failed to consider cultural meanings and translations, such as mist translating to manure in German. 3. The key point is that to be successful internationally, cultural sensitivity must be at the heart of all aspects of business, from products to interactions, and basic research is needed to avoid unintended meanings based on cultural and language differences.

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    Evaluating Messages And/or Images of Different Types of Texts Reflecting Different Cultures

    Uploaded by

    Meila Gomez
    83 views35 pages
    1. This document discusses multimodal texts and the importance of cultural sensitivity when conveying messages through different modes and media. 2. It provides examples of companies that failed to consider cultural meanings and translations, such as mist translating to manure in German. 3. The key point is that to be successful internationally, cultural sensitivity must be at the heart of all aspects of business, from products to interactions, and basic research is needed to avoid unintended meanings based on cultural and language differences.

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    MULTIMODAL

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    1. This document discusses multimodal texts and the importance of cultural sensitivity when conveying messages through different modes and media. 2. It provides examples of companies that failed to consider cultural meanings and translations, such as mist translating to manure in German. 3. The key point is that to be successful internationally, cultural sensitivity must be at the heart of all aspects of business, from products to interactions, and basic research is needed to avoid unintended meanings based on cultural and language differences.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    83 views35 pages

    Evaluating Messages And/or Images of Different Types of Texts Reflecting Different Cultures

    Uploaded by

    Meila Gomez
    1. This document discusses multimodal texts and the importance of cultural sensitivity when conveying messages through different modes and media. 2. It provides examples of companies that failed to consider cultural meanings and translations, such as mist translating to manure in German. 3. The key point is that to be successful internationally, cultural sensitivity must be at the heart of all aspects of business, from products to interactions, and basic research is needed to avoid unintended meanings based on cultural and language differences.

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    Evaluating Messages and/or Images of

    Different Types of Texts Reflecting


    Different Cultures
    MULTIMODAL TEXT
    Multimodal
    • Is a dynamic convergence of two or more
    communication modes within the same
    text. All modes are attended to as part of
    meaning-making.

    • Examples of modes to be converged:


    image, gesture, music, spoken language,
    and written language.
    Multimodal text
    Combines two or more
    semiotic systems like:

    Picture book-in
    which the textual and
    visual elements are
    arranged on individual
    pages that contribute
    to an overall set of
    bound pages.
    • Webpage-in which elements such as
    sound effects, oral language, written
    language, music and still or moving
    images are combined
    • Live performance-in which gesture,
    music and space are the main elements.
    • A multimodal text can be paper – such as
    books, comics, posters.
    • A multimodal
    text can
    be digital –
    from slide
    presentations,
    e-books, blogs,
    e-posters, web
    pages, and
    social media,
    through to
    animation, film
    and video
    games.
    • And, a multimodal text can be transmedia– where the
    story is told using ‘multiple delivery channels’ through a
    combination of media platforms, for example, book,
    comic, magazine, film, web series, and video game
    mediums all working as part of the same story . 
    Semiotic Systems
    WRITTEN OR LINGUISTIC MEANING

    • For spoken and written language through


    the use of vocabulary, generic structure
    and grammar.
    AUDIO MEANING

    • For music, sound effects, noises, ambient


    noise, and silence, through the use of
    volume, pitch and rhythm.
    VISUAL MEANING

    • For still and moving images through the


    use of color, saliency page, layouts,
    vectors, viewpoint, screen formats, visual
    symbols, shot framing, subject distance
    and angle, camera movement, subject
    movement.
    GESTURAL MEANING

    • For movement of body, hands and eyes,


    facial expressions, demeanors and body
    language, and use of rhythm, speed,
    stillness and angles.
    SPATIAL MEANING

    For environmental and architectural spaces


    and use of proximity, direction, layout,
    position and organization of objects in
    space.
    Cultural Sensitivity
    in a Multimodal Text
    Multimodality in
    Language
    • IKEA once tried to sell a workbench called
    “FARTFULL” not a hugely popular product
    for obvious reasons.
    • Both Clairol and the Irish alcoholic
    drink “Irish Mist” did not properly
    consider the German language
    when they launched their products
    there. Clairol’s hair-curling iron
    “Mist Stick” and the drink “Irish
    Mist” both flopped. Why? “Mist”
    translates in German as “manure.”
    • A new facial cream with the name “Joni”
    was proposed for marketing in India. They
    changed the name since the word
    translated in Hindi meant “female
    genitals.”
    “All the examples cited above could
    easily have been avoided by
    conducting some basic research in
    respect to checking the concept,
    design, shape, color, packaging,
    message or name in the target
    culture.”
    “In the majority of cases it is simply
    assumed that “if it is okay for us, it is
    okay for them.” If businesses want to
    succeed internationally, cultural
    sensitivity must be at the heart of
    everything they do; from their personal
    interaction and relationships with clients
    to the products/services they develop.”
    QUESTIONS
    1. Describe the advertisements. What do they show?
    2. What multimodal communication semiotic systems are present in the
    advertisements? Describe how they were used.
    3. Did the advertisements achieve emotional impact when you first saw them?
    What emotions did the advertisement trigger in you?
    4. What emotional response do you think the models were trying to evoke on
    viewers? Did the models’ intention match your emotional reaction? Explain.
    5. What concept or idea do you think the models were trying to portray by the
    advertisements.
    6. Do you think the models were successful in translating these thoughts into
    culture and language sensitive form? What aspects of the advertisements lead
    you to this conclusion?
    7. What are the lacking cultural and language sensitivity demonstrated in the
    advertisements?
    8. What other multimodal can you use to present the idea or message in the
    ads above?

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