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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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Hovedforfatter: Karina Eduardovna Vaygandt
Format: Artigo
Sprog:Inglês
Udgivet: Derzhavin Tambov State University 2018-03-01
Serier:Неофилология
Fag:
метафорические модели
креолизованный текст
поликодовый текст
социальная реклама
рекламный дискурс
metaphorical models
creolized text
polycode text
public service announcements
advertising discourse
Online adgang:https://neophilology.elpub.ru/jour/article/view/390
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