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Exploring the ‘Translation’ of Book Covers: A Comparative Analysis of Appeal Use for Expressive and Informative Texts

Sun, Young-hwa 1

1한국외국어대학교

Accredited

ABSTRACT

Book covers are multimodal texts where semiotic vehicles, such as words, pictures, colours and composition, convey meaning and jointly create a message. Especially, front covers as operative texts can play an important role in attracting consumer attention. The present study aims to show how verbal and visual signs on front covers of two different text types—expressive and informative texts—are ‘translated’ and to explore types of appeals used for each text. For this purpose, the researcher uses ‘V diagram’ and ‘grammar of visual design’ to analyze the shifts in verbal and visual signs respectively. Results of a comparative analysis indicate that emotional appeals are used for the translated expressive texts and rational appeals are more prominent in the translated informative texts. Findings are followed by a brief discussion about advertising research related to the relationship between product types and types of appeals.

Citation status

* References for papers published after 2022 are currently being built.