Visual texts emerges: Vestas wind turbines generate more than 50 million MWh The adverbial ‘already’ positions Vestas at the forefront of development within the field of wind energy. 12. Visually: the mother is Visually: ECU, horizontal Semiotic structures: the 00:33- cooking dinner on an electric angle, of the mother. visual text penetrates the 00:36 cooker. Focus is on the cooker. previous shots and this one, thereby linking the Verbally: voice-over: Sound-wise: the technical household context with the than 50 MWh a term MWh’ is used to Vestas’ context. ‘…more ‘50 year…’ increase Vestas’ credibility and indicate professional The benefits of wind Visual text from the previous benefits of the brand. energy are both presented shot is repeated: qualitatively (‘sustainable, Vestas wind predictable, clean, turbines generate more than modern,’ etc.) and 50 million MWh quantitatively (‘50 MWh’). Evaluative vocabulary: In that way, the promotion ‘more than’. of wind energy becomes explicit. 13. Visually: the girl and Visually: CU, horizontal Semiotic structures: the 00:36- presumably her father. angle, of the girl and her verbal mode elaborates on 00:40 father. The viewer is still a the visual mode and makes Verbally: passive onlooker. this household (mother, ‘…or enough power to supply father, girl) one out of millions of households.’
Visual texts emerges: Vestas wind turbines generate more than 50 million MWh The adverbial ‘already’ positions Vestas at the forefront of development within the field of wind energy. 12. 00:33- 00:36 Visually: the mother is cooking dinner on an electric cooker. Verbally: voice-over: ‘…more than 50 MWh a year…’ Visual text from the previous shot is repeated: Vestas wind turbines generate more than 50 million MWh Evaluative vocabulary: ‘more than’. Visually: ECU, horizontal angle, of the mother. Focus is on the cooker. Sound-wise: the technical term ‘50 MWh’ is used to increase Vestas’ credibility and indicate professional benefits of the brand. Semiotic structures: the visual text penetrates the previous shots and this one, thereby linking the household context with the Vestas’ context. The benefits of wind energy are both presented qualitatively (‘sustainable, predictable, clean, modern,’ etc.) and quantitatively (‘50 MWh’). In that way, the promotion of wind energy becomes explicit. 13. 00:36- 00:40 Visually: the girl and presumably her father. Verbally: ‘…or enough power to supply millions of households.’ Visually: CU, horizontal angle, of the girl and her father. The viewer is still a passive onlooker. Semiotic structures: the verbal mode elaborates on the visual mode and makes this household (mother, father, girl) one out of