Resemiotization: A Case Study of Two Print Advertisements

In the study of multisemiotics, the view of resemiotization complementary to multimodality is conducive to the dissectionof the material and historicized dimensions of representation, tracing the socio-semiotic histories and transitions with the focus onsocial construction. From this perspective, this paper investigates two visual-verbal print advertisements spanning over a centurywithin the framework of Generic Structure Potential. Development of technologies and change of ideologies have contributed to theshifts of meaning making among different components in the verbal and visual modes.