Systemic Approach to Teaching Advertisements Jurong West Secondary - - PowerPoint PPT Presentation

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Systemic Approach to Teaching Advertisements Jurong West Secondary - - PowerPoint PPT Presentation

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Systemic Approach to Teaching Advertisements Jurong West Secondary School 2013 . Dr Victor Lim Fei & Miss Grace Dong Educational Technology Division Multimodal Literacy The multimodal approach takes into account how linguistic and

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Systemic Approach to Teaching Advertisements

Jurong West Secondary School 2013.

Dr Victor Lim Fei & Miss Grace Dong Educational Technology Division

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Multimodal Literacy

  • The multimodal approach takes into account how

linguistic and visual (and other) choices fulfill the purposes of the text, the audience and context, and how those choices work together in the

  • rganisation and development of information

and ideas.

  • From there, students can understand and

develop appropriate strategies for writing and creating effective texts.

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Multimodal Literacy

  • This pedagogical approach stems from

Michael Halliday’s Systemic Functional Theory.

  • The Systemic Approach is an extension to the

teaching and learning of media messages

  • Developed jointly by researchers from the

Multimodal Analysis Lab, National University

  • f Singapore and specialists from Educational

Technology Division, Ministry of Education.

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Multimodal Literacy

Current research in multimodal analysis establishes the need and provides the meta- knowledge to develop multimodal literacy in education.

(for example, Jewitt, 2007, 2008, 2009; Kress, 2003; Kress, Jewitt, Bourne, Franks, Hardcastle, Jones, Reid, 2005; Lim, O’Halloran & Podlasov, in print; O’Halloran, 2004; O'Halloran & Smith, 2011; O’Halloran, Podlasov, Chua, Tisse & Lim, in print; Ventola & Guijarro, 2009).

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Multimodal Literacy

“a ‘multimodal literate’ student must be sensitised to the meaning potential and choices afforded in the production of the text, rendering an enhanced ability to make deliberate and effective choices in the representation of knowledge.” O’Halloran and Lim (2011)

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Intuitive Approach

  • ‘Disenfranchising’
  • If ‘you don’t get it, you won’t get it’
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Systemic Approach

  • Identify linguistic and visual choices made

through knowledge of meta-language

  • Map choices to the meanings and ideologies
  • Move from description and subjective

interpretation to analysis and interpretation

  • Grounded in textual evidence
  • Develop analytical capability and cultivates

critical thinking

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T&L Implications of the Systemic Approach

  • Meanings in texts are a result of specific

choices made within systems

  • Provides a set of vocabulary for teachers &

students to describe the choices

  • Supports interpretations with textual

evidences

  • Empowers students’ perspectives
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System Choices for Advertisements

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MEANING Textual Meta-function (Compositional) Design System Interpersonal Meta-function (Engagement) Attraction System Ideational Meta-function (Informational) Appeal System Representation System

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Design (Visual)

  • Main Visual Display: largest & most prominent
  • Focus of Attention: stands out most
  • Logo: graphic representation of company
  • Icons/Symbols: graphic representation of idea
  • Graphic Text: letter shapes & words
  • Visual Puns: visual shape of concept & ideas
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Design (Language)

  • Headline: largest & most prominent text:
  • Slogan: memorable catch-phrase
  • Brand Name: name of brand, company
  • Product Name: name of product
  • Main Text: details & description
  • Lists/sub-categories: bulleted points
  • Call to action: command to do something
  • Call & visit information: contact details
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MVD FOA ICON

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Headline Slogan Product Name Brand Name Main Text Call & Visit Info Call to Action

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Graphic Text

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Visual Pun

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Visual Pun

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Attraction

Prominence Size Sharpness Colour Contrast Lighting Foregrounding Address Direct Gaze Indirect Gaze No Gaze Power High Angle Low Angle Eye Level Distance Close Shot Medium Shot Long Shot

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Attraction Prominence Size Sharpness Colour Contrast Lighting Foregrounding

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Prominence: Size

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Prominence: Contrast (Black & White)

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Prominence: Colour Contrast

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Attraction Address Direct Gaze Indirect Gaze No Gaze

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Address: Direct Gaze

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Address: Indirect Gaze

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Address: No Gaze

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Attraction

Distance Close Shot Medium Shot Long Shot

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Distance: Close Up

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Distance: Extreme Close Up

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Distance: Long Shot

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Attraction Power High Angle Low Angle Eye Level

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Power: High Angle

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Power: Low Angle

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Representation Denotative Meaning Connotative Meaning

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Appeal

Authority Popularity Individuality Status Beauty Intelligence Duty Others…

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Appeal to Authority

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Appeal to Popularity

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Appeal to Uniqueness

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Appeal to Status

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Appeal to Beauty

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Appeal to Intelligence

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Appeal to Parental Duty

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Interaction

  • f Language

& Images Co-contexualising Relations (Semantic Convergence) Reinforcement Re-contextualising Relations (Semantic Divergence) Play: Sarcasm, Irony, Wit Breakdown: Ambivalence, Confusion

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Balance

Photo by Zachary Tan

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  • Teacher introduces:
  • how to identify system choices
  • possible interpretations of each design elements

Introduction of Selected System Choices

  • Teacher elicits responses (personal) w.r.t. text from class

Pre-Annotation: Personal Response to Selected Text

  • Students annotate text using a structured worksheet to guide their analysis
  • Students discuss their interpretation as a pair/group

Annotation: Making sense of Selected Text

  • Students present their interpretations to the class
  • Teacher facilitates a discussion on meanings made, links between ideas and

embedded social values in the advertisement Post-discussion

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Pre-Annotation: Personal Response to Selected Text

1) What does the advertisement aim to communicate? 2) What interesting things do you notice about the advertisement?

  • Why foreground personal response?

– empowering students’ responses

  • Teachers ≠ oracle

– gauging student prior knowledge

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  • (Collective) response made visible

– suggestion: to note all responses on whiteboard (exploratory talk: w/o value judgement, interesting points could be pursued/clarified) – reference point for annotation exercise – collation of divergent views

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Annotation: Making sense of Selected Text

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Annotation: Making sense of Selected Text

  • Identify system choice elements

– Deliberate choices

  • Effect on audience

– Provide evidence and anchor to these interpretations

  • Links:

– immediate connections to previously cited points to

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  • 4. Drawing the ideas together from part 3, write

a paragraph about what the advertisement seeks to communicate? Provide evidence for your interpretation.

  • Reorganisation, persuasion, synthesis of ideas
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Discussion about embedded social values

  • one or two points of interest identified earlier:

debate

  • advertisement relates and communicates

certain values held by society

  • needs questioning?
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Technologies

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Systems (the ‘grammar’) may be edited and new systems created Systems organised into catalogs for different text types and genres

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Systems (‘grammar’) may be edited and new systems created Systems organised into catalogs for different text types and genres

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Toolbar Text Types

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Toolbar Text Types

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Toolbar Text Types

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Annotations Overlay Panel System Choices Choice Description Overlay System Catalog Drawing Tools Justification

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Multimodal Literacy Learning Community

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victor_lim@moe.gov.sg grace_dong@moe.gov.sg