CREOLIZED TEXT IN PRINT ADVERTISING: THE FONT SELECTION
Journal Title: Мова - Year 2014, Vol 0, Issue 21
Abstract
This article is devoted to the problems of semiotic analysis of texts print ads that combine elements of different sign systems. Applying semiotic approach allows to combine in one study verbal and non-verbal signs that are available in the advertising discourse. The author suggests the concept of creolized and multicoded text, describes the specific linguistic studies of multicoded advertisements, outlines scientific research on the theoretical concept of justification of multicoded texts. On the basis of Ukrainian print advertising patterns using font selections as visual markers of creolized advertising text are traced. We consider print advertisements that are directed to recipients as visual perception, but they contain significant elements of different types. The graphical aspect of verbal signs, namely visual way of representing graphical elements in advertising discourse is updated. The font selection such as italics, capital letters, bold typeface and the Latin alphabet are focused. The specific semantic load of each type of graphics selection and analysis of image features functioning emissions in advertisements are presented. The results of the semiotic study of the advertising discourse are summarized.
Authors and Affiliations
Maria A. KOSTENKO
Keywords
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