ABSTRACT

The term mode is used in this book to refer to the choice between three means of communication: music, pictures and language.1 All may be further subdivided in various overlapping ways. Music may be orchestral or solo, amplified or acoustic; pictures may be still or motion, cartoon or photographic; language may be sung (in which case it overlaps with music), spoken, written or signed-and each of these divisions may be further subdivided. I shall refer to these further subdivisions as sub-modes. This chapter examines the effect of the selection and combination of the different modes in ads, and of three sub-modes of language: song, speech and writing.