Two Articles on Advertising

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Literacy is generally measured by gaining competency in skills which society values. Typically, literacy is associated with the spoken or written word. In Visual and verbal modes of representation in electronically mediated communication, Gunther Kress (1997) maintains that a new theory of literacy needs to emerge that takes into account the interaction of verbal and visual modes of representation, or a "multimodal" theory of literacy. As Kress (1997) explains, a "tectonic shift" has occurred after three hundred years of writing as "the" means of communication, a shift in "the system of media and modes of representation" (p. 58). From Web sites to video games and iPods, today's generation demands multimodal literacy that takes into account the increasing use of images and sounds that have relegated text to only one element of literacy.

Kress (1997) explains that there are three aspects related to this shift that are important to consider where literacy is concerned: (1) the newer relations of language and image; (2) changes to writing which may be a consequence of this; and, (3) a new theory of meaning (p. 59). A more integrated and inclusive model of multimedia or electronic literacy is required that does not automatically weight the written or spoken word over others forms of expression like images and sounds, and other forms of multi-media. One of the most important reasons for generating such a framework is to re

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26). Walsh's (2006) views also coincide with Kress' (1997) when she maintains that contemporary schools continue to "foster the logic of writing whereas contemporary children's life experiences are grounded in the logic of image and the logic of the screen" (p. 26). In a similar manner to Kress (1997), Walsh (2006) provides a number of examples to show the increasing dominance of images, sounds and other movement in electronic texts and multi-modal forms of media. Walsh (2006) offers a text-dominant, a picture-book, and an electronic-text to demonstrate not only the shift in dominance from text to images, but also the increasing use of multi-media texts or electronic media. In some instances, Walsh (2006) expands on concept or ideas offered by Kress (1997), such as the notion of visual grammar in multi-modal media. While unconscious responses occur during reading of written text, in image-dominated or multi-modal media these unconscious responses are set off by different factors. As Walsh (2006) explains of the electronic-text on wolves, "The responses are evoked by the effect of visual codes of such as color, framing, line, angle, perspective and vectors, in other words, the 'visual grammar'" (p. 29). Such an anal
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Some common words found in the essay are:
Mediate Communication, Gunther Kress, Festival Walk, Maureen Walsh, Walk Web, Information Age, Hong Kong, kress 1997, walsh 2006, Advertising Literacy, Learning Technology, Retrieved June, festival walk, multi-modal texts, web site, texts multi-modal, modes representation, festival walk shopping, multi-modal forms, walk web, walk shopping, walk web site, festival walk web, verbal modes representation, walsh 2006 explains,
Approximate Word count = 1738
Approximate Pages = 7 (250 words per page)

Two Articles on Advertising

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