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Outlines of multimodal texts

Equal Exchange advertisement

Outline of a multimodal text (Equal Exchange advertisement)

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Purpose: To persuade consumers that they can improve the lives of organic farmers and their families by purchasing Equal Exchange coffee.

Key features:

The farmer’s heart-shaped hands are outstretched, offering the viewer partnership and the product of her hard work.
The raw coffee is surprisingly fruitlike and fresh—natural and healthy looking.
A variety of fonts are used for emphasis, such as the elegant font for “empowering.”
Consumer support leads to a higher quality of life for the farmers and for all people, since these farmers care for the environment and plan for the future.
The simplicity of the design reflects the simplicity of the exchange. The consumer only has to buy a cup of coffee to make a difference.

Conclusion: Equal Exchange is selling more than a product—coffee. It is selling the message that together farmers and consumers hold the future of land, environment, farms, and families in their hands.

Annotated multimodal text (Equal Exchange advertisement)

McDonald's advertisement

Purpose: To persuade readers that McDonald’s is concerned about its customers’ health.

Key elements:

A close-up of a fresh, green lettuce leaf makes up the entire background.
Near the center there’s a comment card with a handwritten question from a “real” McDonald’s customer: “What makes your lettuce so crisp?”
A photograph of a smiling woman is clipped to the card.
Beneath the comment card is the company’s response, which emphasizes the farm-fresh quality and purity of its vegetables and urges customers to ask other candid questions.
At the bottom of the ad is the McDonald’s slogan “I’m lovin’ it.”

Annotated multimodal text (McDonald's advertisement)