FEATURES OF ADVERTISING POSTER THAT WAS PUBLISHED IN THE JOURNAL " ОГОНЕК" AS POLYMODAL TEXT IN THE 50S OF THE XX CENTURY
Babina Lyudmila Vladimirovna
Tambov State University named after G. R. Derzhavin
Abstract. The article considers the features of the advertising poster that was published in the journal Огонёк (Ogonyok, lit. "little flame") in the 50s of the last century. It is shown that the interpretation of the advertising poster is impossible without considering both verbal and visual components. The author also mentions that in spite of the relative simplicity of verbal component in the poster of that time visual component that interacts with verbal component according to additive principle played an important role.
Key words and phrases: рекламный плакат, журнал "Огонек", полимодальный текст, интерпретация, иллюстративный и аддитивный принципы взаимодействия, advertising poster, journal Огонёк, polymodal text, interpretation, illustrative and additive principles of interaction
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Русский
