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The aim of this study was to reveal whether French and English Canadian print advertisements show different functional connections between headlines and visuals. For that purpose, a content analysis was conducted on advertisements drawn from two Canadian women's magazines. As theoretical construct, Rentel's (2005) typology of logical-semantic connections between visuals and headlines of advertisements was chosen. The results showed that the strategies of visual-verbal analogy and hyperbole were used more frequently in the French than in the English advertisements analyzed. Hence, French advertisements appear to stimulate a higher level of cognitive elaboration on the part of the recipients.

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Multimodality in Canadian print advertising: Different functional connections between headlines and visual texts of advertisements in English and French consumer magazines