Keyword: «visual component»

THE RATIO OF VERBAL AND VISUAL COMPONENTS OF AN ADVERTISING TEXT (for example, an ad that represents the image of happiness)

Author:

A. Askinazi

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.

Keywords: advertising, creolized text, verbal component, visual component, the concept “happiness”