ON “POLYCODE” AND “CREOLIZATION” TERMS FOR DESCRIBING GLOSSY MAGAZINES ADVERTISEMENT TEXTS

Abstract

The article scrutinizes the analysis of advertising texts in glossy magazines as a text of a mixed type, where the message is transmitted through the combination of verbal and nonverbal components. The problem of such texts nomination remains controversial. The article determines the priority of using the term “polycode” as the most appropriate to the object of the study. The lack of unified classifications of polycode texts is noted. The classifications mentioned have been analyzed in regard to advertisement texts in glossy magazines. Four models of polycode texts involved in fascinating and suggesting the recipient are singled out. They are: text and image; text, image and special material/form of the page; text, image and odor; text, image and an item of the advertised product/pull-out supplement.

Keywords

• advertisement text
• creolization
• creolized text
• polycode text
• verbal component
• visual component