Keyword: «creolized text»

The article deals with the concept of "texts of a new nature", reveals its conceptual structure and distinctive features. Present-day sociocultural educational space is presented on the basis of the research of A. Toffler, D. Bell, M. Castells, M. Prensky, the distinctive features of work with the text in the modern generation of schoolchildren ("Digital natives") are revealed. In the context of GEF primary general education, the specificity of the use of "new nature texts" in the information educational environment for the education of junior schoolchildren is highlighted, some innovative approaches and examples of the successful application of infographics, hypertext, hypermedia, augmented reality are given. The conclusions give the possibilities and prospects for the application of "texts of a new nature" in the educational space of the primary school.

The article is devoted to analysis of verbal and visual components in the text of advertising, representing the concept “happiness”. It is reported aboutlinguistic and visual features of advertising, about the type of interaction between the two components and about their functions in the general pragmatics of the advertising message.

The article presents the results of the experiments conducted in the period from 2018 to 2020. The research material was creolized texts (texts with illustrations) with different verbal and iconic components. The study was conducted using the semantic differential method. As a result of the analysis of the obtained data, the parameters of the creolized text that affect its evaluation were identified. Four mechanisms for correlating visual parameters with the meaning of verbal units were identified: impressive, expressive, constructive (cognitive), and intersemiotic (intermodal). The term “creolization coefficient” was introduced and a rule for calculating it was created.

The article discusses the peculiarities of social advertising as creolized text. A definition of social advertising has been given. Options for using the term “social advertising” in Russia and in the world are shown. The concepts of “public advertising” and "non-profit advertising" have been revealed. The aim and main tasks of social advertising, as well as peculiarities of impact of social advertising on formation of values of society are considered. The concept of creolized text is disclosed and its main components are highlighted. The components of verbal (slogan, message text) and non-verbal (image, color, font) components of creolized text of social advertising are considered in detail.

The article discusses the concept of Internet Discourse, explores modes of the transmission of the comic in a variety of genres of the virtual network. Humorous texts taken from the relevant websites are used. Their genre and thematic affiliation are analyzed, an emphasis is placed as well on the stylistic devicesused for creating a comic effect in these texts.