Specifics of the Verbal and Visual Components of Creolized (polycode) Text of Social Advertising about Blood Donation

Abstract

The relevance of the research is determined by the increasing role of social advertising as an effective tool for educating the development of civil society, which is now actively used by many state and non-state organizations. The object of research is the text of a social print ad about blood donation, in which the content and pragmatics are formed by interrelated verbal and visual signs. Linguistic description of the text is combined with semiotic analysis of the visual series in advertising. The novelty of the research consists in a comprehensive review of the verbal and non-verbal components of blood donation advertising from the perspective of optimal organization of the communicative and pragmatic message. The purpose of the article is to describe effective models for implementing the main functions of various semiotic elements of social advertising about blood donation. The main methods used are General scientific observation, comparison, classification, General philological method of interpretation, as well as linguosemiotic and discursive analysis.Results. Optimal for the verbal component of advertising are concise and unambiguous wording of the main message and support with a strong argument (appeal to the value of life and health, identification of donations with heroism, help), for the non-verbal component-visualization of the argument (image of blood, hero, symbols of life and health or help). It is promising to use an argument for authority (the image in ads of media personalities donating blood, opinion leaders for a specific target audience).