ABSTRACT
This chapter examines the ambiguity of pictorial elements in multisemiotic textures. My analysis predicts that there is often a strategic use of ambiguity in such combinations of written and pictorial elements, which aims at specific readers’ reactions. At first, it might be assumed that ambiguity avoidance is highly important in the types of texts that have a clear intentional effect. However, I will argue that, as long as a synthesis of the competing meanings is possible on a higher text level, the cognitive stalemate is part of the text itself. The ambiguous pictorial element serves to create the overall effect of an appellative, multisemiotic text(ure).
