Redundancy - image and text give the same information, we can get rid of one and the same message will still be relayed to the viewer. E.g. Photo of boy with lolipop - caption "boy with lolipop".
Complementary - we need both image and text to understand the concept. e.g. a flatpack furniture assembly manual normally contains both textual instructions AND diagrams - without the diagrams it would be extremely hard to follow the instructions.
Supplementary - most information is contained in one of the formats (image/text). For example the image might 'supplement' the information given in the text. In a newspaper article about war, the bulk of the information might be contained in the text itself, but a photograph showing a wounded soldier would supplement the text.
Juxtapositional - there's a clash of ideas between the information presented in each format, using irony in many cases to get the message across. For example an ad campaign for a political party - image of a bright sunny beach with "Life is Great!" logo, text beside talking about problems with the current government.
Stage setting - one mode 'sets the stage' for the other mode. E.g. an image at the start of a chapter of a children's book sets the stage for what that chapter is about.
Friday, March 14, 2008
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