Abstract

GONZALEZ CHACON, Marcela; VERGARA HEIDKE, Adrián  and  MARROQUIN VELASQUEZ, Lissette. Costa Rican preventive health advertisements beyond the verbal: a multimodal analysis. Káñina [online]. 2023, vol.47, n.1, pp.67-89. ISSN 2215-2636.  http://dx.doi.org/10.15517/rk.v47i1.54192.

This article shows the multimodal analysis of 156 preventive health posters created by the Ministry of Health, the Costa Rican Social Security and the Institute on Alcoholism and Drug Addiction between 2014 and 2018 in Costa Rica. The evaluation was carried out with MAXQDA 2020 and consisted of collecting, analyzing and processing the corpus. The methods used were the communicative functions of each poster, the relationships between words and images according to the proposal of logical-semantic relationships and status of the Multimodal Genre Analysis Model (MAGEM, n.d.) and the narrative and conceptual processes with their participants (Kress and van Leeuwen, 2006). The study shows the prominence of the verbal mode in contrast to the visual in most posters. This is seen, first, in the relationships between words and images, the majority of which are unequal; also, with the logical-semantic relationships, the most outstanding being those in which the verbal predominates over the visual. Secondly, this is seen also in the dominant processes, the verbal narratives and their participants. In reference to the communicative functions, most of them present preventive actions in the presence of a disease.

Keywords : preventive posters; multimodality; text-image relationships; narrative processes; conceptual processes.

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