Detailed Analysis of a Multi-Modal Digital Advertisement Image

This report provides a comprehensive multi-modal text analysis of a digital advertisement image. The analysis begins with an overview of multi-modal text, defining its key features and elements, including visual linguistics, audio, text patterns, and layout. The report then focuses on a specific digital advertisement, dissecting its features and purpose, which is to promote organizational brand awareness with a social message. The analysis delves into the meaning and style of the text features, the semiotic elements embedded within the image, and the use of colors, text size, and placement to convey the message effectively. The report critically discusses the advertisement's use of imagery, text, and layout to create emotional impact and engage the audience, exploring the contrast between the visual elements and the text. The report concludes by summarizing the advertisement's core message and its effectiveness in communicating the intended social and brand-related messages. References and a bibliography of related academic sources are included to support the analysis.

Running head: MULTI-MODAL TEXT ANALYSIS
MULTI-MODAL TEXT ANALYSIS
Name of the student:
Name of the university:
Author Note:

1MULTI-MODAL TEXT ANALYSIS
Multimodal text consists of the various features of text along with the added features
of visual linguistics, audio and text patterns with images and the layout(Gasper &Alexandre,
2019). The use of signs and the delivery of the tone of the language along with the spatial
distance between each word tell a lot about the linguistic arrangement and style of
presentation(Dance, Christiansen & Wild, 2019). The paper aims to describe the multimodal
text through a digital advertisement image intended towards organizational brand advertising
with a social message for awareness. It also discusses what are the features and the purpose
of the image along with the meaning and style of text features. The semiotic elements
attached with the image are critically discussed in detail.

2MULTI-MODAL TEXT ANALYSIS
The multimodal text in the form of a digital image to be discussed is presented below:
Figure: An e-poster of advertisement
Source: www.momsdemandaction.org

3MULTI-MODAL TEXT ANALYSIS
The advertisement thus carries the basic element of emotional touch in feeling the
helplessness of the two girl children who are forced to adapt to the certain customs and rules.
The girl child on the left is forced to stop reading the most favorite Disney story ‘Little Red
Riding Hood”. The iconic character, Red Riding Hood who is a brave and courageous girl
going through the forest with no fear of encountering a wolf on the way to visit her
grandmother is treated as bad influence on the children. The political and economic scenario
of the country is shown to be in depressed with a highly corrupted culture having dominant
power over lower class people. The question asking the audience to answer that whether it is
necessary to ban the story books of having a character who holds a liquor bottle seems more
unethical and vulgar to the eye or the weapon usage by a child.
In the image, the main text which is boldly highlighted in caption to be read by the
viewers is ‘ONE CHILD IS HOLDING SOMETHING THAT IS BANNED IN AMERICA
TO PROTECT THEM’ which is featured in white color. The next highlighted text is
“GUESS WHICH ONE” featured in red color. It shows two girls as main objects to feature in
the ad space. One girl holding a story book while the other girl holding a gun.Below the main
headings, lie the name of the organization with the contact link
‘MOMSDEMANDACTION.ORG’ is produced with a little smaller in size than other font
size of text. The name of the company is written in bold to highlight the image and brand
awareness. Often the companies use bold letters in presenting their website link and website
address to make the audience reach the site as soon as they feel attracted by the advertisement
digital poster. The size is small but seems more prominent than the above text with a brighter
shade. The name of the company with the logo on the right side being in bold highlights
depicts the importance of understanding the brand which is advertising the message. ‘MOMS
DEMAND ACTION’, the name of the company with the logo being an exclamation mark
urges the viewer to reason their beliefs. It is a sign of requesting approval from the audience.
The logo with a pinch of red dot in the white circle depicts the gun point shoot to kill a
person. The logo is designed with creativity in the sense that it wants the audience to kill their
beliefs and wake up to the present scenario of happenings where the innocent children are not
safe. Each and every child dragged into this child terrorism are being forced to kill their
dreams be it their education or living a carefree life with their family.

4MULTI-MODAL TEXT ANALYSIS
The significance of white color in the first text is used to indicate the simple statement
being a general fact. The white color is used a symbol of serenity but here it is contrasted
with the violent portrayal of image shown to the audience. The red color being known for
carrying the highest wavelength as per the prism model of light frequency is used to strike an
alarming thought about the harsh reality and make the audience ponder over the question.
Both the texts are covered in black shade of text highlight. The contrast of three most
engaging colors –black, white and red are used to create a mental impact in order to capture
the interest of the most neglected issue – being the child terrorism.Certain other texts like
“We keep ‘Little Red Riding Hood out of schools because of the bottle of wine in her basket.
Why not assault weapons?” This line of text divided into two separate sentences asking for
the rational reasoning the audience in terms of their opinion of whether accepting or rejecting
the idea of child terrorism. These texts as compared to the text on first are of small size and
not capitalized. The first two lines are capitalized in the sense to invoke the curiosity and
create the mental imagery of what can be the condition of these children shown in the image.
The next lines which are at below of the two objects are not capitalized as they do not carry
that much value in terms of visual attraction as of the above lines. These lines are mere
statements which the advertisement want the audience to have the conscience to understand
the beliefs and values shared by certain communities which is a social-cultural aspect of
thought.
The features of multi-modal text used in the advertisement e-poster consists of various
elements. The two girls portrayed as objects of the text with the visual elements being a story
book and a gun. In the proximity of text, the main headings are placed at top while the sub
headings are placed at bottom of the image describing the advertisement message. The name
of the company and the contact link are placed at right of the image as the viewer’s eye
movement is said to grasp more attention as the eye moves from left to right. The style of text
is very formal and bold with no design of letters. In terms of size, the heading texts are bigger
as compared to the background sub-heading texts to increase clarity of visual aesthetics. For
the color element, the overall color palette of the image consists of lighter colors in the
background with the white, black and red colored texts. The background is a transparent
library picture set-drop. The central theme of the image is education versus child terrorism
with the sub-theme of racism.

5MULTI-MODAL TEXT ANALYSIS
The advertisement is creatively designed in a way by showing the white and fair-
skinned girl child with the gun, while the black skinned girl with the story book. It created a
contrast of races with the elements of conspiracy – the book and a gun. The ad tries to focus
on the illusion which will in an indirect way instill a perception in the mid of the reader
capturing the attention of racism. In real terms, the black skin people who are mostly
migrants staying in the America get abducted and bonded into slavery, later they are forced
into terrorism practices. While the fair-skinned people get a chance to educate themselves and
get groomed into the elite culture. The aesthetics of the advertisement image is created with a
low brownish tint color and the background consists of the library backdrop with books and
table. The portrayal of the American flag on the left side of the backdrop gives us the
depiction of the role of government in education and safety policies of children in the
country. The schools in America are restricting the use of such story books as the portrayal of
liquor bottle which is wine bottle here drawn on the cover of the picture creates a bad
impression on the children.
The school authorities think it can make children adopt drinking practices. However,
the same government authorities who through rules and regulations order the schools to
restrict such story books produce no rules or laws with impact for the safety of children who
are victims of terrorism either through trafficking or slavery(Slone & Mann, 2016). The use
of arms by these children and getting drifted from families are accepted by the law making
bodies with no effect on their community(Petkova et.al, 2017). The biasness and use of
corruption is showcased in terms of the political landscape of allowing the children in
military and terror camps. The safety and security of children who belong to lower minority
castes and religions are not given due importance, however elite schools with children from
high social backgrounds are not exposed to those values and beliefs which are considered
below the elite culture which in this case is the liquor consumption by children.

6MULTI-MODAL TEXT ANALYSIS
In conclusion, the main crux of the message through multimodal text, to be reached to
the outer world is the dark and gruesome reality of the slavery and bondage of children in the
terrorism where they are trained to skill themselves up in bombing, firing and killing
people(Wolmer et.al, 2017). Often these children have no choice, either for the sake of family
sacrifice or being a way of community practice, they get indulged in this activity. The bold
texts with clarity of red and white colors with a lighter background of library room set the
tone for an educational system bounded by political landscape. The logo along with the
proximal distance creates the attention span longer of the viewer to capture and reason the
idea.

7MULTI-MODAL TEXT ANALYSIS
References
Dance, W., Christiansen, A., & Wild, A. (2019). Visual Constituent Analysis: A Novel
Method for Analysing Large Multimodal Text-Image Corpora. Corpus Linguistics
2019.
Gaspar, A., &Alexandre, L. A. (2019, November). A Multimodal Approach to Image
Sentiment Analysis. In International Conference on Intelligent Data Engineering and
Automated Learning (pp. 302-309). Springer, Cham.
Petkova, E. P., Martinez, S., Schlegelmilch, J., &Redlener, I. (2017). Schools and terrorism:
Global trends, impacts, and lessons for resilience. Studies in Conflict &
Terrorism, 40(8), 701-711.
Slone, M., & Mann, S. (2016). Effects of war, terrorism and armed conflict on young
children: a systematic review. Child Psychiatry & Human Development, 47(6), 950-
965.
Wolmer, L., Hamiel, D., Pardo-Aviv, L., &Laor, N. (2017). Addressing the needs of
preschool children in the context of disasters and terrorism: assessment, prevention,
and intervention. Current psychiatry reports, 19(7), 40.

8MULTI-MODAL TEXT ANALYSIS
Bibliography
Danielsson, K. (2017). Analysing multimodal (classroom) communication.
Jancsary, D., Höllerer, M. A., & Meyer, R. E. (2016). Critical analysis of visual and
multimodal texts. Methods of critical discourse studies, 3, 180-205
Law, L. (2017). Creativity & multimodality: an analytical framework for creativity in
multimodal texts.
Skains, R. L. (2019). The materiality of the intangible: Literary metaphor in
multimodal texts. Convergence, 25(1), 133-147.