PRECEDENTIAL PHENOMENA IN A POLYCODE ADVERTISING TEXT |
| 3 | |
| 2014 |
| scientific article | 811.161.1:659 | ||
| 301-309 | polycode text, models of verbal and nonverbal component combinations, print media advertising, precedential phenomena. |
| The article considers some models of verbal and nonverbal component combinations in a polycode text. The functioning of precedential phenomena is examined in polycode advertising texts built on the models reflecting different correlations between verbal and visual components. Specific examples show that precedential phenomena, especially if they are semantically and/or structurally modified, enhance the pragmatic effect of advertisements. |
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