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In:Relevance Theory, Figuration, and Continuity in Pragmatics
Edited by Agnieszka Piskorska
[Figurative Thought and Language 8] 2020
► pp. 193–226

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Chapter 7
Relevance, style and multimodality

Typographical features as stylistic devices

 | Dublin City University, Ireland
 | The University of Auckland, New Zealand
Published online: 20 May 2020
DOI logo with link
https://doi.org/10.1075/ftl.8.07sas
Abstract
Brightly coloured textual inserts, which often occupy a sizable part of the TV screen, have become a key feature in Japanese TV. This paper unpacks the contribution of such multimodal stimuli to inference, and the consequences this has for the interpretation process. Using data derived from a mixed-methods approach (i.e. eye-tracking and a multimodal content analysis), we evaluate the relationship between cognitive processing and communicative stimuli. We demonstrate how typographical features (colours and fonts) are used as highlighting stylistic devices by TV producers to manipulate the viewer comprehension process by guiding the audience to an intended interpretation. The results suggest how editorial choices regarding typographical features to trigger certain effects might be subsumed under the current view of style in relevance theory.
Article outline
  • 1.Introduction
    • 1.1Background: Telops on Japanese TV
  • 2.Typographical features, stylistics and multimodal analysis
    • 2.1Suitability of typographical features
    • 2.2Social semiotic approach to typography: Multimodal analysis of fonts
    • 2.3Issues with the multimodal approach
  • 3.Relevance theory and pragmatic effects
  • 4.Case study: Theoretical explanation and reception study of viewer behaviour
    • 4.1Research question and research design
    • 4.2Telops and typographical features
    • 4.3Typographical features and interpretation – telops and relevance theory
      • 4.3.1“Affective” interpretation and typographical features
      • 4.3.2Propositional attitudes and typographical features
  • 5.An empirical approach to telops
    • 5.1Methodology: Eye-tracking
    • 5.2Results: Eye-tracking data
  • 6.Conclusion
  • Acknowledgements
  • Notes
  • References
  • Sources of visual material
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2021. The ‘hookability’ of multimodal impact captions. Translation, Cognition & Behavior 4:2 ► pp. 253 ff. DOI logo
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This list is based on CrossRef data as of 9 december 2025. Please note that it may not be complete. Sources presented here have been supplied by the respective publishers. Any errors therein should be reported to them.

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