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 Refill Ombretto firmly based on a review of current theorizing on multimodal cohesion and coherence.Following guidelines for good empirical practice, the annotation scheme is tested on 50 ad samples, seeking to illustrat