Lesson: Evaluating messages and/or images of Different Types of Texts

Multimodal Texts; Evaluating Texts that use words and images

Topic/s:
(Infographics, Advertisements, Editorial cartoon)

At the end of this module, you are expected to:

Learning
1.     Evaluate multimodal texts critically to enhance receptive
Outcomes:
(listening, reading, viewing) skills;
  2. Differentiate types of propaganda techniques through given
examples; and
3. Create a propaganda advertising your homeland
 
INTRODUCTION:
The digital society in which we all live has drastically altered reality across
industries. It’s changed the way we live (okay, Google!), the way we work (hello
telecommuting!) and, most importantly, the way we communicate.
Nowadays, there are many advanced and diverse mediums that individuals use
to create some form of communication with his/her friends, family members or
significant others. People are using images, graphics, audio, and video to share
information they would have otherwise shared with ink and paper only a few decades
ago.
 MULTIMODAL TEXTS
This include picture books, text books, graphic novels, comics, and posters, where
meaning is conveyed to the reader through varying combinations of visual (still image)
written language, and spatial modes.
Digital multimodal texts
This includes film, animation, slide shows, e-posters, digital stories, and
web pages, convey meaning through combinations of written and spoken
language, visual (still and moving image), audio, gestural and spatial
modes.
Live multimodal texts
Example of this are dance, performance, and oral storytelling, convey
meaning through combinations of modes such as gestural, spatial, spoken
language, and audio.
Each mode uses unique semiotic resources to create meaning (Kress, 2010). In a visual
text, for example, representation of people, objects, and places can be conveyed using
choices of visual semiotic resources such as line, shape, size, line and symbols, while
written language would convey this meaning through sentences using noun groups and
adjectives (Callow, 2013) which are written or typed on paper or a screen.

INFOGRAPHICS
What is infographics?
By definition, an infographic is a visual
representation of any kind of information or
data.
Whether it’s a study on market trends or a
step-by-step guide on how to do your
laundry, an infographic can help you present
that information in the form of an attractive
visual graphic.                                                                
(Notice how the use of bright colors,
illustrated characters and bold text instantly
grabs your attention and gives you an
overview of the topic as you skim through.)
 Keep in mind that the goal of an infographic is not only to inform, but also to make the
viewing experience fun and engaging for your audience. It all comes down to how you
combine different graphic elements—like colors, icons, images, illustrations and fonts—
to explain a topic in a compelling and easy-to-understand way.
The infographic above also showcases the statistics and percentages in a visual form
using radials and a donut chart. So even if you don’t read the text above, you’ll still get
the picture.
REMEMBER:  In infographics, especially those that include lots of data, ALWAYS
include citations. 
Why should you use Infographics?
There’s a reason why infographics are so popular—they’re fun, engaging and super
easy to share. Plus, they have tons of benefits for all kinds of content creators, including
businesses, educators and nonprofits.

 Marketers can use infographics to drive more website traffic, increase visibility

and brand awareness, and boost engagement.
 Educators and trainers can use infographics to explain difficult concepts or break
down complex information to make it easier to understand.
 Nonprofits can use infographics to spread awareness about a cause or social
issue.
Generally, infographics are used for one or more of the following reasons:
/ Illustrating data: Present statistics, facts and figures visually using charts, graphs and
other graphic tools.
/ Simplifying a complex subject:Explain difficult concepts with the help of illustrations
and visual cues.
/ Drawing a comparison: Visually compare two or more products, services, features,
brands or concepts.
/ Creating awareness: Spread word about an important cause or create brand awareness
and visibility.
/ Summarizing longer content: Repurpose long videos, blog posts and reports into bite-
sized infographics.
 
 TYPES OF INFOGRAPHICS

 Statistical
Infographics
- Statistical infographics make use of
typography, charts and graphs to
present research, facts and figures in a
visual way. This helps make data
look more interesting and easier to
digest than a bunch of plain
numbers or tables.
 
 
 

 Informational Infographics - Informational

Infographics use a mix of text and visual elements to
explain or simplify a topic, or guide readers through a
series of steps. The example explains the tips to
keep one’s chin up with the help of a colorful
informational infographic that’s easy to follow and
fun to read.

 
 
 

 Process Infographics
- Process infographics usually make use of
flowcharts, diagrams and even timelines to
guide readers through a series of steps or
to help simplify the decision-making
process. Here’s an example of a process
infographic template:
  
 
 
 
 Timeline Infographics
- Timeline infographics are useful for
presenting information in a chronological
order. Whether you’re visually showcasing
your brand history or showing how
something has evolved over time, a
timeline infographic can help you out.
 
 
 
 

 Anatomical Infographics
- Looking to break down and explain the
different parts of something? An
anatomical infographic can help you do
just that. This type of infographic has a
labelled diagram format, which can help
you highlight and explain ingredients,
product parts, characteristics, personality
traits and more.
 PROPAGANDA TECHNIQUES
Propaganda refers to a type of message aimed at influencing opinions and/or the
behavior of people. Propaganda may provide only partial information or be deliberately
misleading. Propaganda techniques are often found on television and radio, as well as
magazines and newspapers.
 BANDWAGON
As human beings, we have this innate desire to fit in. And that’s exactly the kind
of follow-the-herd mentality this technique follows.
Bandwagon propaganda is all about persuading the target audience to take action. It’s
about creating an urge amongst people to become a part of the “in crowd”.

To enforce such a feeling, advertisers typically use phrases like, “join the crowd” or
“trending now” for their products and services.
Notice how Maybelline uses the phrase “America’s Favorite”?
That’s a way of persuading people to use the product because it is loved by all of
America.
 FLAG-WAVING
Flag waving is an attempt to justify an action on the grounds that doing so will make
one more patriotic, or in some way benefit a group, country or idea.

 PLAIN FOLKS
Have you ever noticed how some brands use ordinary folks to promote their products
and services as opposed to celebrities? The ultimate goal here is to demonstrate how
the product is meant for everybody and will provide value to everyone.
Today, buyers are on the lookout for REAL experiences instead of the glossy images
portrayed on television.

Take a look at this advertisement right here. It uses a sweet-looking girl to appeal to the
audience. The main purpose of the ad is to promote healthy and simple living.
 OVERSIMPLIFICATION
Favourable generalities are used to provide simple answers to complex social, political,
economic, or military problems. An example of this is the use of the word
“worklessness” instead of unemployment.
 TESTIMONIAL
Testimonial propaganda is popular advertising technique that uses renowned or
celebrity figures to endorse products and services. Now in this case, when a famous
person vouches for something, viewers are likely to take account of the credibility and
popularity of that person.
This establishes trust and boosts the credibility of that particular brand. Consequently,
some brands may also use figures like doctors and engineers (basically experts) to
promote their products and services.

 GLITTERING GENERALITIES
Glittering generalities is a propaganda technique where propagandists use
emotional appeal or/and vague statements to influence the audience.
Advertising agencies thus use of phrases like as “inspiring you from within”
or “to kick-start your day” to create positive anecdotes. This makes the
product look more appealing, resulting in better sales.
For better effect, brands may use hyperboles, metaphors or lyrical phrases
to attract more attention.
 AD NAUSEAM/REPETITION
This approach uses tireless repetition of an idea. An idea, especially a simple slogan,
that is repeated enough times, may begin to be taken as the truth. 

 EXPERIMENTAL
This technique pertains to the comparison of the prime brand to the rival item.

 JINGLE
This technique pertains to the use of musical accompaniment to promote a
certain brand or advocacy.
  
 STORYLINE
This technique relates a story in-line with the product or program to appeal
to the emotions of the viewers.
EDITORIAL CARTOONING
EDITORIAL
It’s a drawing that expresses a certain message or viewpoint—an essay or a cartoon—
that seeks to persuade and reflects the point of view of the author, the media
organization’s editors, or its publishers.
NEWS REPORT
A text that informs readers about current events by using facts and interviews.

Editorial cartoon uses pictures and text to make a statement. Editorial cartoons express
opinions about a wide range of topics in the news, such as politics or culture.
Cartoonists often use images of well-known people, places and things to send a
message. Editorial cartoons can be challenging because you often need background
knowledge to understand them.
 
STEPS TO FOLLOW WHEN CREATING AN EDITORIAL CARTOON:
1.  Brainstorm ideas for your cartoon; you have to understand the topic you choose.
       - Think of possible ideas in your head that you could create, and do not neglect
ideas if they seem silly at first.
2.   Roughly draw a sketch of the idea that you like the most.
      -  Do a rough drawing/sketch on what you think is the best that you thought of.
3.  Make sure your idea shows symbolism, irony, exaggeration, sarcasm, and/or multiple
meanings of words.
       - If you make your cartoon on just two people talking and use none of the above
techniques, that is not a political cartoon.

4.  Do not make the political cartoon too easy to analyze.

          - Make the cartoon understandable, but yet hard enough to make the reader
think about the topic and get their mind working.
5.  When you are finished, look at it and see if it makes you think to understand it
         - Look at it when you’re done and see if it makes sense and yet still challenging
to analyze.
6.  If needed, create a title.
       - Make sure it is creative and/or necessary
 

Tips in Editorial Cartooning

 Give most importance in originality and clarity of your Cartoon's ideas and
artistry

 Select update/current interesting news and draw a caricature of the personalities

involved.

 Study professionally drawn editorial cartoons. STUDY THEM- DON'T COPY

 Don't include so many ideas on your cartoon, decide on a single point

 Use black ink- draw in bold lines and keep lettering large and legible

 Draw in horizontal

 Don't do SLOGAN- limit the use of words and labels

 Turn complex ideas into simple and understandable but thought provoking
  Go for emotion- aim to trigger emotional response from the readers

 Target local news

 Be careful in placing labels-change parts that can be libelous

Why do artists create editorial cartoons?

Artists create editorial cartoons to express their opinions about events in the news.
How can an editorial cartoon be evaluated?
 A good editorial cartoon combines a clear drawing and good writing.

 A good editorial cartoon expresses a recognizable point-of-view or opinion.

 In the best instances, the cartoon cannot be read or understood by only looking
at the words or only looking at the picture. Both the words and the pictures must be
read together in order to understand the cartoonist’s message.

 Not all editorial cartoons are meant to be funny. Some of the most effective
editorial cartoons are not humorous at all. Humor is only one tool available to editorial
cartoonists.
Editorial cartoons provide a window into history by showing us what people were
thinking and talking about at a given time and place. Today’s editorial cartoons will
provide the same record of our own time.