Published: 2023-12-29

A Visual-Verbal Game with the Receiver: A Few Words on the Persuasive Power of the Poster

Elwira Bolek Logo ORCID

Abstract

Elwira Bolek’s research is focused on the persuasive power of the poster, i.e., on the possible impact of this artefact on the receiver and his cultural decisions. The aim of the article is to attempt to identify and describe the persuasive tools of posters and provide an answer to how a poster operates (or can operate) on the audience. In the conducted multimodal analyses, it is observed that the “understanding” of meanings created in poster worlds means noticing a whole network of intersemiotic relations and numerous signs, as well as textual, situational, and cultural contexts. The meanings of posters constantly oscillate between referring to what is recognisable, known, familiar, sometimes even obvious, and the possibility of discovering new allusions. This leads to the conclusion that metaphor, metonymy, symbol, and repetition refer the receiver to what is conventional and familiar, but also lean towards multiplication of meanings, stimulating the receiver’s mental effort, involving him receiver in the work of interpretation, and, as a result, strengthening the persuasive function of the posters as multimodal vehicles of messages.

Keywords:

persuasion , multimodal , poster

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Citation rules

Bolek, E. (2023). A Visual-Verbal Game with the Receiver: A Few Words on the Persuasive Power of the Poster. Forum Lingwistyczne, 11(2), 1–11. https://doi.org/10.31261/FL.2023.11.2.09

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Vol. 11 No. 2 (2023)
Published: 2023-12-29


ISSN: 2449-9587
eISSN: 2450-2758
Ikona DOI 10.31261/FL

Publisher
Wydawnictwo Uniwersytetu Śląskiego | University of Silesia Press

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