DISPARITIES IN THE MULTIMODAL REPRESENTATION OF INFORMATION IN ENGLISH AND BULGARIAN LANGUAGE FOOD ADVERTISEMENTS

Abstract

The paper deals with various ways of presenting information in the verbal and the nonverbal components of British and Bulgarian food advertisements in a number of inconsistent and discrepant manifestations which provoke wrong guesses, hypotheses and presuppositions on part of text receivers and make them change the latters’ own axis of orientation and direction of thought as the narrative develops. These manipulative techniques on part of advertising agents lead to interestingness and curiosity on behalf of potential consumers towards the plot and the story, which will inevitably bring about desired expectations.

Keywords

• disparities
• inconsistencies
• discrepancies
• multimodality