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By Lukasz Bogucki

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M mercials for medicines in Poland have to contain a written or spoken disclaimer that patients should exercise caution and seek medical advice before using a drug for the first time. Thus the commercial itself promotes a product, while the disclaimer warns against using it. Culture-specificity may play a role across all the semiotic dimensions, though its impact will certainly vary. making, concluding, on the basis of research among international students, that though there 111ay be superficial differences between colour perception across particular cultures, our instinctive reaction to primary colours is largely the same.

Mangiron and O' Hagan (2006: 14) remark that video game s ubtitling is generally more condensed and faster, compared to cinema and DVD (the pace of most games is quicker than most 1novies). This observation needs to be substantiated by proper research into the reception of film subtitles vis-a-vis game subtitles, though. g. names of places which later appear in the game (Mangiron and O'Hagan 2006: 14). Research into game localisation is in a state of flux. " The sparse references attached to that publication testify to the barrenness of the area.

However, it appears that in the era of g lobalisation and international isation, this issue is becoming less relevant. Dissemination of information through the fo ur semiotic channels takes on a different dimension in the case of accessibility. Impaired viewers are unable to process info rmation distributed through one or more of the channels. The blind will be restricted to the two aural channels, though a lesser degree of visual impairment may mean, fo r instance, the ability to see the moving pictu res, but not to read the captions.

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