МETHODICAL PRESENTATION OF AN ADVERTISING MEDIA TEXTS ON EDUCATIONAL WEB-PORTAL
Journal Title: Науковий вісник Південноукраїнського національного педагогічного університету імені К. Д. Ушинського - Year 2016, Vol 113, Issue 6
Abstract
The distinctive features of a new communicative product – media space are considered in the article. The author observes the main features of media texts as integrative units and their fundamental differences; the author offers approaches to the characteristic of this phenomenon of mass communication. The author reviews the features of the interaction of the verbal component and the image in the advertising text. The special role of the visual perception of an advertising message is emphasized; creolization is described as a mixture of different signs of sign systems. Examples of posters, in particular, creolized texts, which are most clearly illustrated by the formation of new meanings of an advertising appeal, due to mutual influence of verbal and iconic components are presented on web-portals. The role of a creative idea in the process of creating an advertising imige is proved. The use of colour features in the creative process of creating advertising products is determined. The author considers different approaches to the definition of the opportunities of presenting advertising texts and offeres her own point of view which can be used as the basis for integration of media texts into educational process. The role of informative communicative technologies is theoretically grounded, the importance of interactive, analytical and constructive types of exercises which are aimed at the formation of practical skills during mastering advertising texts and studing their informative content are proved.
Authors and Affiliations
Zhanna Horina
Keywords
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