Grabbing attention: The importance of modal density in advertising

Visual Communication

Volumn 9, Issue 4, 2010, Pages 371-397

  White, Paul ^a  

^a AUCKLAND UNIVERSITY OF TECHNOLOGY   (New Zealand)

Author keywords

attention; mediational means; modal density; multimodality; salience; sites of engagement

Indexed keywords

EID: 78650231719     PISSN: 14703572     EISSN: 17413214     Source Type: Journal    
DOI: 10.1177/1470357210382194     Document Type: Article

References (13)

1. Goldhaber, M. (1997a) 'tild;The Attention Economy and the Net, First Monday. URL (consulted April 2008): http://firstmonday.dk/issues/issue2_4/goldhaber/.
2. Goldhaber, M. (1997b) 'tild;The Currency of the New Economy Won t Be Money, But Attention: A Radical Theory of Value, Wired 12. URL (consulted June 2008): http://www.wired.com/wired/archive/5.12/es_attention.html?topic=future_of_money&topic_set=neweconomy.
3. Jones, R.H. (2005) 'tild;Sites of Engagement as Sites of Attention: Time, Space and Culture in Electronic Discourse, in S. Norris and R.H. Jones (eds) Discourse in Action: Introducing Mediated Discourse Analysis. London: Routledge.
4. Kress, G. and Van Leeuwen, T. (1996) Reading Images: The Grammar of Visual Design. London: Routledge.
5. Norris, S. (2004) Analyzing Multimodal Interaction: A Methodological Framework. New York: Routledge.
6. Olshavsky, R.W. (1994) 'tild;Attention as Epiphenomenon: Some Implications for Advertising, in E.M. Clarket al.(eds) Attention, Attitude and Effect in Response to Advertising. Mahwah, NJ: Erlbaum.
7. Sacharin, K. (2001) Attention! How to Interrupt, Yell, Whisper and Touch Consumers. New York: Wiley.
8. Scollon, R. (2001a) Mediated Discourse: The Nexus of Practice. London: Routledge.
9. Scollon, R. (2001b) 'tild;Action and Text: Towards an Integrated Understanding of the Place of Text in Social (Inter)Action, Mediated Discourse Analysis and the Problem of Social Action, in R. Wodak and M. Meyer (eds) Methods of Critical Discourse Analysis. London: Sage.
10. Van Dijk, T. (1997) 'tild;The Study of Discourse, in T. van Dijk (ed.) Discourse as Structure and Process. London: Routledge.
11. Van Leeuwen, T. (2004) 'tild;Ten Reasons Why Linguists Should Pay Attention to Visual Communication, in P. LeVine and R. Scollon (eds) Discourse & Technology: Multimodal Discourse Analysis. Washington DC: Georgetown University Press.
12. Van Leeuwen, T. (2005) 'tild;Multimodality, Genre and Design, in S. Norris and R.H. Jones (eds) Discourse in Action: Introducing Mediated Discourse Analysis. London: Routledge.
13. Wersch, J.V. (1998) Mind as Action. New York: Oxford University Press.