POLYCODE METAPHORIZATION IN THE TEXTS OF PUBLIC SERVICE ANNOUNCEMENTS

The metaphor role in the polycode advertising text representing a combination of verbal and visual codes is considered. Because the purpose of social advertising is change of behavioural models in society, a problem of use of various tools thanks to which the image is created, gains great value as i...

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Hlavní autor:	Karina Eduardovna Vaygandt
Médium:	Artigo
Jazyk:	Inglês
Vydáno:	Derzhavin Tambov State University 2018-03-01
Edice:	Неофилология
Témata:	метафорические модели креолизованный текст поликодовый текст социальная реклама рекламный дискурс metaphorical models creolized text polycode text public service announcements advertising discourse
On-line přístup:	https://neophilology.elpub.ru/jour/article/view/390
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