Packaging Information as a Polycode Advertising Text: Impact Tools

The article is devoted to the analysis of polycode advertising texts placed on food packaging. The relevance of the study is determined by the fact that at present, when the decision to purchase is often made directly at the point of sale, the role of information on the packaging has increased many...

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Autor principal:	M. V. Terskikh
Formato:	article
Lenguaje:	RU
Publicado:	Tsentr nauchnykh i obrazovatelnykh proektov 2020
Materias:	advertising text information on the packaging polycode text speech impact speech manipulation provocative advertising Slavic languages. Baltic languages. Albanian languages PG1-9665
Acceso en línea:	https://doaj.org/article/7003e2d0e914490995ff79629ced26be
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id	oai:doaj.org-article:7003e2d0e914490995ff79629ced26be
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spelling	oai:doaj.org-article:7003e2d0e914490995ff79629ced26be2021-12-02T07:58:13ZPackaging Information as a Polycode Advertising Text: Impact Tools2225-756X2227-129510.24224/2227-1295-2020-12-111-121https://doaj.org/article/7003e2d0e914490995ff79629ced26be2020-12-01T00:00:00Zhttps://www.nauka-dialog.ru/jour/article/view/2212https://doaj.org/toc/2225-756Xhttps://doaj.org/toc/2227-1295The article is devoted to the analysis of polycode advertising texts placed on food packaging. The relevance of the study is determined by the fact that at present, when the decision to purchase is often made directly at the point of sale, the role of information on the packaging has increased many times over. This fact makes it necessary to analyze modern technologies of influence and manipulation that are relevant for this type of discourse. The author considers the text on the packaging as a communicative and structural holistic message, consisting of semiotically heterogeneous elements, characterized by high pragmatic and expressive saturation, aimed at encouraging consumers to make a purchase of a particular product. A typology of functions performed by the information on the packaging is proposed. The main polycode tools that ensure the effective implementation of these functions are considered. As the most frequent polycode techniques used in the text on food packaging, the author identifies the following: an emphasis is made on a unique component in the composition, categorization of the target audience according to certain criteria, the use of means of expression, including provocative metaphorization, appeal to authoritative opinion, the use of stylistic visualization, technologies of narrative and storytelling, etc.M. V. TerskikhTsentr nauchnykh i obrazovatelnykh proektovarticleadvertising textinformation on the packagingpolycode textspeech impactspeech manipulationprovocative advertisingSlavic languages. Baltic languages. Albanian languagesPG1-9665RUНаучный диалог, Vol 0, Iss 12, Pp 111-121 (2020)
institution	DOAJ
collection	DOAJ
language	RU
topic	advertising text information on the packaging polycode text speech impact speech manipulation provocative advertising Slavic languages. Baltic languages. Albanian languages PG1-9665
spellingShingle	advertising text information on the packaging polycode text speech impact speech manipulation provocative advertising Slavic languages. Baltic languages. Albanian languages PG1-9665 M. V. Terskikh Packaging Information as a Polycode Advertising Text: Impact Tools
description	The article is devoted to the analysis of polycode advertising texts placed on food packaging. The relevance of the study is determined by the fact that at present, when the decision to purchase is often made directly at the point of sale, the role of information on the packaging has increased many times over. This fact makes it necessary to analyze modern technologies of influence and manipulation that are relevant for this type of discourse. The author considers the text on the packaging as a communicative and structural holistic message, consisting of semiotically heterogeneous elements, characterized by high pragmatic and expressive saturation, aimed at encouraging consumers to make a purchase of a particular product. A typology of functions performed by the information on the packaging is proposed. The main polycode tools that ensure the effective implementation of these functions are considered. As the most frequent polycode techniques used in the text on food packaging, the author identifies the following: an emphasis is made on a unique component in the composition, categorization of the target audience according to certain criteria, the use of means of expression, including provocative metaphorization, appeal to authoritative opinion, the use of stylistic visualization, technologies of narrative and storytelling, etc.
format	article
author	M. V. Terskikh
author_facet	M. V. Terskikh
author_sort	M. V. Terskikh
title	Packaging Information as a Polycode Advertising Text: Impact Tools
title_short	Packaging Information as a Polycode Advertising Text: Impact Tools
title_full	Packaging Information as a Polycode Advertising Text: Impact Tools
title_fullStr	Packaging Information as a Polycode Advertising Text: Impact Tools
title_full_unstemmed	Packaging Information as a Polycode Advertising Text: Impact Tools
title_sort	packaging information as a polycode advertising text: impact tools
publisher	Tsentr nauchnykh i obrazovatelnykh proektov
publishDate	2020
url	https://doaj.org/article/7003e2d0e914490995ff79629ced26be
work_keys_str_mv	AT mvterskikh packaginginformationasapolycodeadvertisingtextimpacttools
_version_	1718398793845571584

Packaging Information as a Polycode Advertising Text: Impact Tools

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