POLYCODE METAPHORIZATION IN THE TEXTS OF PUBLIC SERVICE ANNOUNCEMENTS

Abstract

The metaphor role in the polycode advertising text representing a combination of verbal and visual codes is considered. Because the purpose of social advertising is change of behavioural models in society, a problem of use of various tools thanks to which the image is created, gains great value as in practice, and in the theory of social communications. The objective of this research designated identification of metaphorical models in a discourse of social advertising, consideration of specifics of functioning of anthropomorphic, zoomorphic and artifactual metaphors on concrete examples of advertising messages. Material for the analysis is 50 texts of the Russian and foreign social advertising. As a result of the conducted research it is established that metaphorical images have the high influencing potential and are capable to form beliefs of target audiences in the necessary direction. Visual mechanisms of metaphorization in advertising promote creation of an integral image in consciousness of the addressee and bigger efficiency of the advertising message. The author pays special attention to correlation of verbal and visual codes. The most often found models of polycode metaphorization in an advertising discourse, their specifics of the use and feature in the creolised text of social advertising are analysed.