{"product_id":"visual-and-multimodal-communication-applying-the-relevance-principle-9780190845230","title":"Visual and Multimodal Communication: Applying the Relevance Principle","description":"Successful communication requires optimal relevance to a target audience. Relevance theory (RT) provides an excellent model based on this insight, but the impact of the theory has until now been restricted due to an almost exclusive focus on spoken face-to-face communication. \u003cem\u003eVisual and Multimodal Communication: Applying the Relevance Principle\u003c\/em\u003e is the first book to systematically demonstrate how RT can fulfill its promise to develop into an inclusive theory of communication. \u003cp\u003e\u003c\/p\u003eIn this book, Charles Forceville refines and adapts RT's original claims to show its applicability to static visuals and multimodal discourses in popular culture genres. Using colorful examples, he explains how RT can be expanded and adapted to accommodate mass-communicative visual and visual-plus-verbal messages. Forceville addresses issues such as the difference between drawing prospective addressees' attention to a message and persuading them to accept it; the thorny continuum from implicit to explicit information; and the role of genre. Case studies of pictograms, advertisements, cartoons, and comics provide contemporary and accessible examples of the importance of genre and of how the RT model can be connected to other approaches. \u003cp\u003e\u003c\/p\u003eBy expanding the application of relevance theory to include mass-communicative messages, \u003cem\u003e Visual and Multimodal Communication\u003c\/em\u003e reintroduces a central framework of cognitive linguistics and pragmatics to a new audience and paves the way for an inclusive theory of communication.\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cstrong\u003eCharles Forceville\u003c\/strong\u003e is Associate Professor of Media Studies at the University of Amsterdam. Committed to cognitivist, socio-biological, and relevance-theoretical approaches, he works on multimodality in metaphor, argumentation, and narrative discourse. He is author of \u003cem\u003ePictorial Metaphor in Advertising \u003c\/em\u003e(1996) and co-editor of \u003cem\u003eMultimodal Metaphor\u003c\/em\u003e (2009), \u003cem\u003eCreativity and the Agile Mind\u003c\/em\u003e (2013), and \u003cem\u003eMultimodal Argumentation and Rhetoric in Media Genres \u003c\/em\u003e(2017).\u003cbr\u003e","brand":"Oxford University Press","offers":[{"title":"Default Title","offer_id":50859608637714,"sku":"9780190845230","price":146.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_e1283e3e-f819-4640-b274-6a2a68c6006f.jpg?v=1737560176","url":"https:\/\/surprise-castle.myshopify.com\/products\/visual-and-multimodal-communication-applying-the-relevance-principle-9780190845230","provider":"Surprise Castle","version":"1.0","type":"link"}