The aim of the article is to identify verbal and nonverbal methods used in advertising texts of Russian bibliographic magazines of the late 19th and the early 20th century. Using the historical-comparative method of research, the author studies the ways of visualization found in book advertising texts (pictures, decorative frames, various types, etc.) in the context of art nouveau style. We make the conclusion that the advertising style of that period is influenced by the design of posters and books and at the same time has certain influence over the appearance of periodicals and books. A similar combination of language effect and drawings impact may be useful in modern book advertisement.
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