Article:
Visual Literacy. How to Understand Texts Without Reading Them

dc.creatorDemarmels, Sascha
dc.creatorStalder, Ursula
dc.creatorKolberg, Sonja
dc.date.accessioned2021-08-03T12:22:56Z
dc.date.available2021-08-03T12:22:56Z
dc.date.issued2015
dc.description.abstractStorytelling as a means to raise the motivation of recipients to process infor-mation and to support the comprehension of marketing texts written for products that are in need of an explanation. Recent studies on marketing for sustainable energy products have shown that comprehensibility for complex goods often fails because of the low motivation of the recipients to read and process information. We therefore ask how texts have to be shaped in order to reach consumers. Today ›texts‹ are no longer considered to consist only of verbal material but of different codes—they are multimodal. The question is, then, how to increase motivation by enacting the content, by ›staging it‹. Dual processing theories and the strategy of storytelling may prove to be helpful, as some outstanding examples in current marketing practice for sustainable energy have shown.en
dc.identifier.doihttp://dx.doi.org/10.25969/mediarep/16481
dc.identifier.urihttps://mediarep.org/handle/doc/17351
dc.languageeng
dc.publisherHerbert von Halem
dc.publisher.placeKöln
dc.relation.isPartOfissn:1614-0885
dc.relation.ispartofseriesIMAGE. Zeitschrift für interdisziplinäre Bildwissenschaft
dc.rightsIn Copyrighten
dc.rights.urihttps://rightsstatements.org/vocab/InC/1.0/
dc.subjectKommunikationde
dc.subjectRezeptionde
dc.subjectMulitmodalitätde
dc.subjectreceptionen
dc.subjectVisual Literacyen
dc.subjectmultimodalityen
dc.subjectcommunicationen
dc.subject.ddcddc:302
dc.titleVisual Literacy. How to Understand Texts Without Reading Themen
dc.typearticle
dc.type.statuspublishedVersion
dspace.entity.typeArticleen
local.coverpage2021-08-03T14:34:08
local.identifier.firstpublishedhttp://www.gib.uni-tuebingen.de/index.php?option=com_content&view=article&id=111&Itemid=157&menuItem=miArchive&showIssue=79
local.source.epage107
local.source.issue2
local.source.issueTitleHeft 22
local.source.spage87
local.source.volume11

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