Visualization in medical advertising discourse in Germany
نویسندگان
چکیده
A study was made of non-verbal signs used to visualize the printed text advertising, selected both by belonging corresponding subdiscourse and taking into account territorial feature. Advertising as a type media text, which has special composition influences consumer behavior with help specific means, consists two interrelated codes: verbal code visual code. It been established that this not only transmits information about over-the-counter drugs in order maintain enhance sales, but also contains cultural situation country, ethnocultural stereotypes values prevailing German society, contributing, turn, their promotion society. The authors, setting themselves goal identifying resources involved creolized advertising texts leading pharmaceutical companies, attempt systematize idea visualization tools here, correlating gender parameters, national characteristics Germany, its identity, technological solutions colour picker. suggestive potential means affect medicines due appeal what is close understandable him representative certain community or determined. revealed plan, adapts environment, reflecting originality national-specific picture world Germans, mentality preferred lifestyle reveals connection symbols medicine. Cultural signs, directly related value space are universal tool for influencing consumers medicines.
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ژورنال
عنوان ژورنال: Medialingvistika
سال: 2022
ISSN: ['2312-296X', '2312-0274']
DOI: https://doi.org/10.21638/spbu22.2022.406