Multimodality present in the process of producing a banner

Abstract

In this article, we discuss the relationship between word and image as semiotic elements and, therefore, the result of this relationship for the constitution of the text. Considering the assumptions that underlie sociocognitivistas most current studies of Textual Linguistics, whereby the text as the result of a mix of multiple semiosis, we analyze an advertisement, noting the interaction between visual and linguistic elements that make up the textual materiality. Alongside this look at the material elements, we consider also about the story of designer, author of the play, about the creative process that led to the product in question.