CONTENT PECULIARITIES OF THE MULTIMODAL ADVERTISEMENTS OF THE PRINTED NEWSPAPERS

Abstract

The article deals with the analysis of the content semantic peculiarities of the multimodal advertisements of the printed mass-media of Australia with the consideration of their aims and purposes. A special attention has been paid to the usage of a verbal text in the context of its correlation with such nonverbal means as pictograms, ideograms, fonts, location of the structural components of the advertisement (headline, subheadline, main text, and slogan), photos, unusual writing or spelling of letters and words, and colour scheme. It has been found out that Australian printed newspapers are characterized by the usage of visual textual colourful advertisements in which a verbal part of the information is intensified, specified or enlarged by nonverbal means. It has been recognized that the effective means of visualization are letter substitution, atypical letter writing or their capitalization, and decoration of language signs in the sentence or phrase initial positions. A very important means of visualization is a language / linguistic graphic game which is realized through the creolization of a verbal text and application of units of other sign systems and modes in order to create a multimodal text. It has been notified that another distinctive feature of the Australian advertising landscape is the usage of separate advertising catalogues and newspapers. A design and colour scheme of such publications are defined by their target audience. A conducted analysis of the factual data has proved that multimodal advertisements realize the main pragmatic intentions of copywriters: they grab attention of the target audience, rouse their interest, make them think about the advertised products or services, and in the end, encourage them to take a suggested decision. On the basis of the content, aims and purposes of the advertisments, their following types have been pointed out: corporate, business, retailing and wholesale, and trade mark advertisements; political, social, and informative advertisements. There are also advertisements with the reverse connection with the target audience that provides an opportunity to communicate with them and have feedback. It has been emphasized that the topics of the advertisements are mainly connected with the corporate, trade, business and social advertising while the political advertisements are hardly represented. It means that Australian politicians do not use printed newspapers in order to talk about their political activities and employ other mass-media platforms.