suggested: a fast-moving and dynamic world. 2. Visually: a highway and a Visually: ELS, horizontal Semiotic structures: the 00:04- car. The association to the car angle, of the highway in visual mode illustrates 00:09 is CO2 emissions. the same type of emissions’ by ‘CO2 landscape. The viewer showing a car. However, Verbally: voice-over: should not pay special the conflict (increased ‘The CO2 emissions must be attention to the car, but CO2 emissions and energy lowered while energy merely note its presence in demands) is demands increase.’ the landscape. communicated explicitly only in the verbal mode Original text (The is Sound-wise: and the visual text. ‘must’ rethinking its energy future) expresses the sender’s fades and new emerges: attitude towards the topic. The function of the visual In other words, it is seen as text is also to penetrate the CO2 emissions must be an absolute necessity that thereby connecting lowered while energy the world’s CO2 emissions them in a coherent demands increase are lowered. structure. reveals that two At the same time, it ‘while’ things happen functions as a reason and simultaneously, and thereby a motivation behind the conflict arises between following explanation of demands’ and the solution. ‘energy ‘CO2 emissions’.
suggested: a fast-moving and dynamic world. 2. 00:04- 00:09 Visually: a highway and a car. The association to the car is CO2 emissions. Verbally: voice-over: ‘The CO2 emissions must be lowered while energy demands increase.’ Original text (The is rethinking its energy future) fades and new emerges: CO2 emissions must be lowered while energy demands increase ‘while’ reveals that two things happen simultaneously, and thereby a conflict arises between ‘energy demands’ and ‘CO2 emissions’. Visually: ELS, horizontal angle, of the highway in the same type of landscape. The viewer should not pay special attention to the car, but merely note its presence in the landscape. Sound-wise: ‘must’ expresses the sender’s attitude towards the topic. In other words, it is seen as an absolute necessity that the world’s CO2 emissions are lowered. At the same time, it functions as a reason and motivation behind the following explanation of the solution. Semiotic structures: the visual mode illustrates ‘CO2 emissions’ by showing a car. However, the conflict (increased CO2 emissions and energy demands) is communicated explicitly only in the verbal mode and the visual text. The function of the visual text is also to penetrate the thereby connecting them in a coherent structure.
Vestas__app._2.docx