Gorelik Polina Leonidovna
Chelyabinsk State Medical Academy
Abstract. The author discusses the main directions of advertisement semantics study: in terms of semantic relations between text and visual image, in terms of semantic models of advertisement and in terms of advertising images; and considers advertising bill as iconic text, in which text and image interaction affects the formation of advertisement semantic structure.
Key words and phrases: семантика рекламы, рекламный образ, семиотика, иконотекст, взаимодействие текста и образа, semantics of advertisement, advertising image, semiotics, iconic text, text and image interaction
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