PURC111 - Chapter 5

Evaluating Messages and

Images of Different Types
of Text Reflecting
Different Cultures
Mrs. Shenna Joy Solomon-Bobila
 LESSON 1:

Multimodal Text
 Multimodal
• a dynamic two or more
communication modes within the
same text – All modes are attended
to as part of meaning-making
 Multimodal Text
• Combination of two or more semiotic
system like picture book , webpage and
live performance;
• It can be delivered via different media or
technologies like paper, digital, live and
transmedia.
Five (5) Semiotic ways
according to The New London Group(1996):
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, view point, screen
formats, visual symbols, shot framing, subject
distance and subject movement
 Gestural Meaning
For movement of body, hands and eyes; facial
expression, demeanor and body languages
 Spatial Meaning
For environmental and architectural spaces and use of
proximity, directions, layout, position of and
organization of objects in space
https://courses.lumenlearning.com/olemiss-
writing100/chapter/examples-of-multimodal-texts/
 LESSON 2:

Cultural Sensitivity in a
Multimodal Text
 Culture
➢ Culture comes in many shapes and
sizes;
➢ It includes area such as politics, faith,
mentality, behavior and lifestyle.
 Cultural Sensitivity
An attitude and way of behaving in which
you are aware of and acknowledge cultural
differences; it is crucial for such global goals as
world peace and economic growth as well as for
effective interpersonal communication (Franklin
& Mitchell,1995)
How lack of cultural
sensitivity lead to
failure?
Sony Portable Playstation campaign 2006
(white is coming)
Sony Portable Playstation campaign 2006
(white is coming)
Baby Food Label in Africa
 Pepsodent
Pepsodent tried to sell its toothpaste in Southeast Asia by
emphasizing that it “whitens your teeth.” This product “benefit” did
not resonate with the target audience considering the local natives
chew betel nuts to blacken their teeth, which they find attractive.
Pepsodent
Hollywood Buddha
Cross-Cultural in Advertising
“Just because a product campaign is wildly
successful in one country, does not guarantee it will
transcend with global markets. Without the
assistance of a qualified, culturally aware team, it’s
challenging to recreate a message that feels
authentic and resonates with a foreign audience.
Even worse—a global campaign can go as far
to offend the new market.”
 The 30-second TV commercial in question features a middle-aged
Chinese man getting down on his knees to beg for a discount from a video
storeowner. The voice-over says: "McDonald's understands people are sad
when they miss a good opportunity, so the company is offering discounts 365
days a year."
Although the shot of the customer on his knees lasts for less than five
seconds, it triggered strong opposition from consumers.
"It is an insult to consumers," said Yuan Genbao, a Shanghai resident.
"The shot makes us feel as if McDonald's is giving alms to customers by
offering discounted products, just like showing mercy to beggars."
"What a shame the commercial portrayed Chinese consumers as willing to
bend to such petty interests!" said a lady surnamed Yuan, who complained to
a consumer's petition hotline.
In the McDonald's advert, a Chinese man is shown kneeling before
an electronics seller, begging for a discount. But the man's coupon
has expired and the vendor rejects him. The advert goes on to say
people do not have to beg to take advantage of a McDonald's
promotion.
 "Getting down on one's knees is always
considered humiliating and something that
represents indignity for most Chinese," Jiang
said. "That scene will make people wonder if
there is any implication of unfairness between
the company and consumers"
Source: http://www.china.org.cn/english/2005/Jun/132951.htm
 Importance of the
Language Translation
‘Don’t get lost in translation’
 Language
The business world is littered with
poor translation that have caused great
embarrassment to their perpetrators
due to the lack of cultural sensitivity
IKEA Fartfull
fartfull–in Swedish, it means
speedy; however, the design itself of
the furniture can be mistaken as a
portable toilet
Coors slogan
Irish Mist
Irish Mist –lovely name and
sounds sweet to taste; however, in
Germany, ’mist’ is a word for a manure
 Evaluating
WHAT is the Message/Image
➢ Critical THINKING
➢ Critical READING
➢ Critical LISTENING
➢ Critical VIEWING
 Critical
THINKING
Purposes of a
Message
to inform or educate
to entertain
to persuade
Understanding the
Audience
demographics
psychographics
situational information
 Critical
READING
 Strategies
monitor comprehension
metacognition
graphic organizers
answering questions
recognizing story structure
summarizing
 Critical
LISTENING
 Steps
Be attentive but relaxed.
Avoid interrupting the speaker and imposing
your ideas
Wait for the speaker to pause before asking.
Pay attention to non-verbal cues.
Keep an open mind; be empathetic.
Listen and try to visualize the message.
Give a regular feedback.
 Critical
VIEWING
 Stages
pre-viewing (before)
while viewing (during)
post-viewing (after)