IEEE Transactions on Professional Communication Mar 2021

The Construction of Interpersonal Meanings in the <i>iPhone 1</i> Product Launch Presentation: Integrating Verbal and Visual Semiotics

Huiyu Zhang Zhejiang University ; Jieyun Feng University of International Business and Economics ; Yuanhong Wei Zhejiang International Studies University ; Jiayu Xia Estée Lauder (United States)

Abstract

Research problem: Discourse bridges between the speakers and the audience in product launches. However, how the verbals and the visuals work together in the construction of interpersonal meanings in such communication remains largely underexplored. Research question: How were interpersonal meanings constructed via verbal and visual semiotics in the iPhone 1 product launch presentation?. Literature review: Despite the recognized importance of innovation communication, communication at the launch phase is underexplored. Moreover, communication and management studies have generally neglected the role of grammar-based discourse in promoting innovation, while linguistic studies have paid inadequate attention to language's implications for innovation communication and management. Thus, we address the discursive building of interpersonal meanings in product launch presentations to fill such gaps. Methodology: Integrating Halliday's Systemic Functional Grammar and Kress and van Leeuwen's Systemic Visual Grammar, we conduct both verbal and visual analyses to explore the construction of interpersonal meanings in Steve Jobs' iPhone 1 launch presentation. Results: Analysis of the verbal strategies suggests that Jobs built different interactive roles as an authority innovation leader and as a close “friend” willing to engage with the audience. Moreover, by combining verbal semiotics with the delicate arrangement of image act, size of frame, and angle, the presentation video was carefully planned to create offer contact, produce close social distance, and present equal and objective attitudes to further enhance the construction of interpersonal meanings, thus contributing to the audience's understanding and recognition of the innovative product. Conclusions: This article offers insights into innovation discourse and communication by investigating the semiotic features of the iPhone 1 product launch presentation, thus adding to the extant literature on professional communication and innovation management.

Journal
IEEE Transactions on Professional Communication
Published
2021-03-01
DOI
10.1109/tpc.2021.3058032
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Topics
discourse analysis professional writing multimodality grammar and mechanics book reviews
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Cited by in this index (1)

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