Word and image, rationality and emotionality

This paper tries to elucidate the interrelationships among verbal semiosis, visual semiosis, rationality and emotionality. It argues that (1) both visual and verbal semiosis have the semiotic potential to emotionalize and “rationalize” the recipient, (2) reason and emotion as cultural constructs and parts of the life-world are intertwined in communication, (3) the production and reception of rational meanings are based on an endogenous logic of communicative praxis, (4) the production and reception of emotional meanings are based on the normativeness of the interactional, social and moral order in which the communication is embedded. These four theses are illustrated by the semiotic analysis of three non-commercial advertisements and an extract from a focus group discussion