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:

Annotated multimodal text (McDonald's advertisement)