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|Other Titles:||The Multimodal Design of Presentation Slides: A Case Study of Steve Jobs's Macworld 2008 Keynote|
Chiang, Chin-Chih;Chou, Hsiao-Fan
|Issue Date:||2016-10-25 15:50:01 (UTC+8)|
This study adopts a multimodal approach to explore how a presenter collocates multiple modes including speech, writing, and image. Using a case study of slides from Steve Jobs' Macworld 2008 keynote, this study finds that, firstly, concerning the verbal text on slides, they were usually spoken out literally and their functions were to indicate, emphasize and make evidence for speech. Moreover, by changing text grammar and composition on slides, the written text was responsible for delivering the product information, while speech was used to narrate and establish interaction. Secondly, images, which were used to support oral presentations, tended to display product features as well as to visualize item relationships and abstract concepts. Finally, visual images also played the lead role on the most of image-text slides and words below were subservient, providing the practical information.
|Relation:||廣告學研究, 36, 71-97|
Journal of advertising & public relations
|Appears in Collections:||[廣告學研究] 期刊論文|
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