The language of multimedia presentation
The language of multimedia presentation

Summary/Abstract: The present study is devoted to one of the forms of visual communication – multimedia presentation, considered in semiotic terms as a sign system. A structural approach is used in the present consideration and the basic principles for transforming a sign system into a signifying one are presented, as well as the conditions it should meet. The study uses the principles of linguistic analysis as a basis, analysing semantically the form and meaning of each text. In this case, the presentation is analyzed as a text and a part of language. Following the analysis, the study concludes that multimedia constitutes a sign system whose functioning is carried out in two axes: the simultaneity axis and the succession axis, which does not correspond exactly to the two axes in language: the paradigmatic and the syntagmatic. Each multimedia presentation is a complex hierarchical system with a tree-like semantic graph structure, but without meaning units and with syntax principles respected. Multimedia presentation in contemporary presentation forms is a typical example of the synergy of technology and the means of graphic design, and its integrated impact on the senses for marketing and advertising tailored to the specific target group of users.

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