HOW TO SHOW A MEDICATION? MEDICATION PACKAGING AS VISUAL PLANES Cover Image

Jak pokazać lek? Opakowania leków jako płaszczyzny wizualne
HOW TO SHOW A MEDICATION? MEDICATION PACKAGING AS VISUAL PLANES

Author(s): Magdalena Makowska
Subject(s): Social Sciences, Language and Literature Studies, Communication studies, Theory of Communication
Published by: Wydawnictwo Uniwersytetu Warmińsko-Mazurskiego w Olsztynie
Keywords: text linguistics; text-picture relation; multimodal text

Summary/Abstract: Public space ever more often makes use of multimodal texts, combining linguistic and graphicpictureelements. The present article constitutes an attempt to present a linguistic analysis ofmultimodal texts based on the example of medication packaging. The research corpus consistsof 50 medicine packages of nonprescription pain-relieving medications available in Poland,hence those whose purchase is independently decided upon by a customer. The economizationof perception as well as the willingness to present a particular medicament in an attractive formfor the recipient makes medicine packaging continually evolve, combining linguistic and pictureelements. Simultaneously, those packages remain a unity which is coherent in functional, structuraland semantic terms and that, in turn, entitles them to be treated in as semiotically arranged visualplanes.

  • Issue Year: 2/2014
  • Issue No: XVI
  • Page Range: 75-86
  • Page Count: 12
  • Language: Polish
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