How to use text and images to add impact to your business communication, NX Hub x Goldsmiths

Tue, 23/03/2021 - 17:00
Practical guidance on how to harness the elements we use to create meaning in your marketing, advertising and digital communication.
Date: 23rd March 2021
Cost: FREE


This workshop is a masterclass in understanding multimodal communication – with practical guidance on how to harness text, images and the other elements we use to create meaning, focusing on marketing, advertising and digital communication.


The messages we see all around us are made up of different communicative modes - not just text but many other elements such as image and sound.

At the same time, message making is becoming more sophisticated due to the ubiquity of technology and changes in how we communicate. Decoding these messages has never been more complex for audiences.In this workshop, we will explore the role that different communicative modes perform in a piece of communication and start to understand how we are being 'positioned' as recipients. This will allow us to consider the different people and agendas involved and how we can work with and against these influences in our own messaging. You will leave with a better understanding of multimodal messaging and equipped with tools to help you develop the impact of your own communication. We would encourage participants to bring examples from their own professional context to reflect on and draw on during the session.


The workshop will:

• raise participants' understanding of how meaning is created in marketing and advertising messages through the relationship between different communicative modes (for example: text, images and sound).

• encourage participants to engage more critically and consciously with the messages they encounter by demonstrating how multimodal analysis can reveal deeper ideologies.

• Help participants to reflect on and improve their own messaging through hands-on analysis, case studies and guidance from experts.


Dr. Clare Anderson combines work in both academic and business domains. She is a lecturer at Goldsmiths, specialising in language and gender and intercultural discourse and communication and is also Assistant Editor on the journal ‘Discourse, Context & Media’. Her research interests focus on gender and ageing, and her first book Discourses of Ageing and Gender was published in 2019. Clare takes a passion for language analysis into the wider world through her consultancy business Bold Leap Consulting Ltd, applying discourse analytical techniques to a range of ‘real world’ communication problems, working with companies, brands teams, and individuals. Recent clients include Saga, The Alzheimers Society, American Express and HMRC.

Dr Alexander Laffer is a lecturer and research and editorial consultant. His academic research combines discourse analysis and literary linguistics. He is currently exploring the interaction between digital fiction and empathy and contributing to a project on personal data and digital privacy. He has taught modules in digital media discourse, professional communication, sociolinguistics and discourse and society.

As a consultant, he designs and delivers projects focusing on communications and audience perception. Recent clients have included Southbank Centre (the UK’s largest cultural institution).

About the Organisers

This series is brought to you by NX Hub at Goldsmiths, University of London, and EY Foundation, as part of a collaboration to engage SME’s in Lewisham and SE London to support young people into work.

EY Foundation are an organisation devoted to helping young people form low-income backgrounds develop the skills, experiences and support they need to create essential career opportunities. More information about the charity can be found here:


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