Multimodal Coherence Revisited: Notes on the Move From Theory to Data in Annotating Print Advertisements
The present paper proposes a preliminary annotation framework for the study of multimodal coherence in print ads.The framework is firmly based on a review of current theorizing on multimodal cohesion click here and coherence.Following guidelines for good empirical practice, the annotation scheme is tested on 50 ad samples, seeking to illustrate gen