Semiosis is the field of understanding the process of meaning making with signs. We look here at the graphic design as a potential resource for meaning making. In a multimodal analysis we look how the parts of a graphic design work together. Then we will look at how the graphic design «talks» to us, which is the domain of visual-verbal rhetorics.
How can we study this, what did we find out, and what do the results mean?
Multimodal Analysis is about the interaction of semiotic resources.
Let’s first look at the yellow background as a semiotic resource. What is its contribution? Not much! It only says: «Hey, I am a nice yellow :)» – which we already found out in 2. Emotional Effect and Expression (and belongs there).
Finally, we realize that the yellow background, so meaningless in the beginning is drawn into the multimodal play: it supports the idea of easyness as evoked by the rhetorical tension.