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SOURCE:    Philology. Theory & Practice. Tambov: Gramota, 2019. № 6. P. 400-406.
SCIENTIFIC AREA:    Philological Sciences
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https://doi.org/10.30853/filnauki.2019.6.85

SOUND AND COLOUR ASSOCIATIVITY OF MULTI-CODE TEXT (BY THE MATERIAL OF THE RUSSIAN AND ENGLISH ADVERTISING)
Tashkinova Viktoriya Anatol'evna
Perm National Research Polytechnic University
Submitted: 15.04.2019
Abstract. The article is devoted to analysing cross-modal correlations in the sphere of sound and colour associativity. It is shown that sound and colour associativity of verbal elements of the Russian and English advertising texts correlates with the average degree of sound and colour associativity in the Russian and English languages. But the most perceivable yellow-green and blue spectra are almost equally represented in the Russian and English texts (60-62%), this can be considered as a universal characteristic of advertising discourse. The analysis of cross-modal correlations has indicated that correlation of verbal and visual modalities in the Russian and English advertising text reaches 65-75%. Insignificant percentage difference according to empirical value ?* allows concluding about universality of cross-modal correlations in advertising discourse of the analysed languages.
Key words and phrases: звукосимволизм, фоносемантика, звукоцветовая ассоциативность, звукоцветовая картина мира, рекламный текст, поликодовый текст, кросс-модальные соответствия, sound symbolism, phonosemantics, sound and colour associativity, sound and colour worldview, advertising text, multi-code text, cross-modal correlations
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