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Visual Communication
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Visual evaluation in film trailers

Carmen Daniela Maier

Aarhus School of Business, Denmark, cdm{at}asb.dk

This article explores how the persuasive purpose of film trailers is attained through specific visual features. The multimodal analysis of 12 comedy film trailers also reveals how these visual features enter into multilayered relationships with verbal and aural ones when creating evaluative meanings. The author proposes an interdisciplinary model of analysis in which several means of interpretation are combined. Based on Labov's understanding of narrative evaluation, this article attempts to show through Kress and Van Leeuwen's multimodal framework how Labov's model of narrative analysis can be extended to a wider analytical context, namely to multimodal promotional texts.

Key Words: evaluation • film trailers • multimodality • semiotic modes • visual evaluative devices

Visual Communication, Vol. 8, No. 2, 159-180 (2009)
DOI: 10.1177/1470357209102112
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