SYNERGY OF VERBAL AND NON-VERBAL MEANS IN ENGLISH- LANGUAGE MULTIMODAL TELEVISION FOOD ADVERTISING

Abstract

The article examines verbal and non-verbal means of English-language television advertising of food products. Advertising discourse in the modern media space clearly demonstrates its polycoded nature, where each semiotic resource performs a specific communicative function. Multimodality is understood as the interaction of different modes that ensure the integrity of the advertising message and give it the ability to influence the emotional perception of the advertising recipient more effectively. Therefore, the analysis of the correlation between verbal and nonverbal components requires careful study. The research material consisted of English-language television commercials for food products, which are a vivid example of the use of various strategies for the interaction of linguistic and non- linguistic elements. A number of scientific works in the field of multimodal linguistics have been studied, and the concept of “multimodal advertising” and its main “modes” have been defined. The work analyses and describes verbal means, which are one of the integral components of an advertising message. A traditional advertising message consists of several elements, including a headline, slogan (advertising slogan or motto), and main text. A number of scientific works in the field of multimodal linguistics have been studied, and the concept of “multimodal advertising” and its main “modes” have been defined. The purpose of the study is to identify the patterns of interaction between the semiotic modes of advertising, analyze their impact on increasing communicative effectiveness and creating emotional associations in consumers. The work analyzes and describes verbal means, which are one of the integral components of an advertising message. A traditional advertising message consists of several elements, including a headline, slogan (advertising slogan or motto), and main text. The characteristic features of these structural units are their metaphorical essence, rhythm, and conciseness, as well as the use of various stylistic devices, phraseological means, and imagery to convey the advertising idea and make it easy to remember. Nonverbal means are used to attract the attention of potential consumers and reveal the semantic component in combination with the text. The main nonverbal components include video sequences, compositional solutions, colour combinations, font, spatial organization of the frame, and auditory elements. Content analysis became the methodological basis of the study and allowed us to identify patterns in the use of linguistic and extralinguistic means, assess their interconnection and influence on the perception of the advertising message. The research found that the multimodal approach is an effective method that allows for a comprehensive analysis of the interaction of different semiotic systems in television advertising and the identification of mechanisms of advertising product perception and their impact on mass consciousness. Thus, the work is a valuable contribution to the development of theoretical and practical aspects of modern advertising in the field of multimodal linguistics.