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(https://www.ikea.com.hk/en/about/people-and-planet/energy-and-resources) As can be seen in Figure 5-1 ad. PLATSA, there is only one represented participant: PLATSA, which is centered and highlighted in all three PLATSA visuals. Using the derived VMEs as the starting point and then analyzing the verbal aspect of the PLATSA text for semantically related lexical items produce a series of lexical inventories (Royce, T. D., 2007). 

CHAPTER 6 CONCLUSIONS

6.1 Major findings

6.1.1 Ideational intersemiotic complementarity in IKEA advertisements 

Generally, as is shown in the pie chart, all six sense relations are applied in different IKEA advertisements. Collocation is used most frequently for almost 50 percent and the second-ranking relation is repetition. Obviously, repetition is the most direct and simplest way to help viewers make the connection between visual images and written texts. However, it can be redundant if the same thing is always being repeated several times. Meanwhile, in addition to reinforcement of the same information, the written description next to the image also needs to provide some extra data about the product, such as stressing the same attributes by using other lexicons within the same domain. In this manner, collocations ought to be applied to serve this purpose. The third most commonly used relation is hyponymy which emphasizes the relationship between the general class and its subclasses. This relation is often utilized to generalize what kind of product it is. For example, ISTAD is a type of plastic, so the word “plastic” is chosen to refer to “ISTAD plastic” to generalize it. To conclude, collocation, repetition, and hyponymy account for more than 90 percent of ideational intersemiotic complementarity relations. 

Surprisingly, synonymy and meronymy relations are not frequently employed to complement between two modes. The reason for the lack of synonymy could be that repetition is a more effective way to stress the same thing while collocation is a better approach to offer extra details. Comparatively, synonymy is not as efficient as repetition and collocation, thus it is not regularly used. Meronymy describes the whole of something and its constituent parts. For IKEA furniture, consumers do not always need to know all pack units of products to get to know the products themselves and make the buying decision, so it is not essential to use the meronymy relation to underline the whole and parts. Finally, it is worth noticing that antonymy is the least recurrent relation which only appears twice among ten pieces of advertisements. The reason is that opposite meaning construction between images and texts can be confusing and distracting. Viewers would misunderstand the content of advertisements to some extent if the antonymy relation emerges too often. In brief, even though synonymy, meronymy, and antonymy relations do not arise continually, they still play an important role in providing similar messages, the relations between parts and whole, and the opposite meanings. 

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