BAYON, DONNA M.

BSN1A
MODULE 3:
LESSON 1: MULTIMODAL TEXT AND CULTURAL SENSITIVITY IN MULTIMODAL TEXT
APPLICATION:
Activity No. 3
“Evaluating Multimodal Texts”
Directions: Evaluate the following 2011 advertisements about Nivea’s shaving cream and
Dove’s visible care body wash. Then state the lacking cultural or language sensitivity
demonstrated on it. Be guided with the questions below.

Questions:
1. Describe the advertisements. What do they show?

 The advertisements that shown above is a commercial product where the models are
promoting the nivea and dove’s products.
2. What multimodal communication semiotic systems are present in the advertisements?
Describe how they were used.

 The multimodal communication semiotic systems that present in the advertisements are
visual meaning and written or linguistic meaning. Visual meaning is present on these
advertisements in a way that we can visualize it through the use of colors that literally
caught our attention to use the products, same with the written or linguistic meaning
where we can read the label or information about the benefits we can get from the
products.
3. Did the advertisements achieve emotional impact when you first saw it? What emotions did
the advertisements trigger in you?

 Yes, the advertisements achieve emotional impact when I first saw it. And the emotions
did the advertisements trigger me is that it brought me to the situation of curiosity and
my mind says “what if I try these products, what if its effective.”
4. What emotional response do you think the models were trying to evoke on viewers? Did the
models’ intention match your emotional reaction? Explain.

 The emotional response I think to the models that they were trying to evoke on the
viewers is that they were promoting the products for us the viewers to buy it and use it.
And yes, the models’ intention matched my emotional reaction in a way that I want to
buy those products as my beauty care.
5. What concept or idea do you think the models were trying to portray by the advertisements?
  The concept or idea that models were trying to portray is promotional advertising.
6. Do you think the models were successful in translating these thoughts into culture language
sensitive form? What aspects of the advertisements lead you to this conclusion?

 On my own verdict, models were successful in translating those thoughts into culture
language sensitive form. In the aspects that they used a quote in nivea which is “RE-
CIVILIZE YOURSELF” and with that quote, the viewers will probably use the product.
Same with the dove’s product, where the models showed us the result of the said
product.
7. What are the lacking cultural and language sensitivity demonstrated in the advertisements?

 The lacking cultural and language sensitivity that was demonstrated in the advertisement
of nivea product is unsatisfactory of how it beneficial to us if we’re going to used it and of
course to the dove’s product we can definitely say that there’s a body shaming.
8. What other modes can you use to present the idea or message in the ads above?

 I think the message should be simple but concise for us the viewers to prevent confusing
and of course the advertisement should think another idea that wouldn’t hurt the viewers
in terms of body shaming.

Activity No. 4
“Cultural Sensitivity in a Multimodal Text”
Directions: Form a group with 3-4 members only. Then, choose a cause-oriented situation
related to your field of discipline (such as: campaign ad promoting anti bullying in social media,
gender-biased free medical mission, product commercial criticizing racism, campaign ad for
environmental conservation, campaign ad promoting wellness, representing a term in Linguistic
and visual forms, promoting a song or movie to students, directing a business proposal, etc.)
Use the situation as your subject in creating a multimodal text. Your multimodal text could be in
different format (such as poster, infographic, etc.) Make sure that the output will exhibit culture
and language sensitivity. Be guided with the rubrics for grading.

CRITERIA DESCRIPTION POINTS

Mode specific purpose and  Mode communicates 30
audience meaning.  Uses perspective,
colour, sound, and language
to engage and hold
readers’/viewers’ attention.
 Selects appropriate content
to express personal
intentions, ideas and
opinions.
 Organizes strongly around
a unifying theme
Content  Covers topic completely 30
and in depth
 Content is readily
understandable
 Media used contributes to
understanding of topic
Use of technical features  Handles technical aspects 20
for effect and mechanics and conventions of different
kinds of multimodal texts,
including line, colour,
perspective, sound, camera
angles, movement, gesture,
facial expression, and
language.
 Chooses language,
punctuation, font, typography,
and presentational
 techniques to create effects
and clarify meaning.
 Correct grammar, usage,
mechanics and spelling
 All sources are cited
correctly.
Culture and Language  Exhibits sensitivity on 20
Sensitivity culture and language
 Neither bias nor
discrimination is depicted in
the multimodal text.
TOTAL 100

“Campaign Ad Promoting Wellness”

“PREVENTION IS
BETTER THAN CURE”

KEEP CALM
AND
DON’T
SMOKE!!