PLACE AND ROLE OF THE SLOGAN IN THE POLYSEMIOTIC STRUCTURE OF THE CARS ADVERTISING TEXT

Abstract

The article considers the role of a slogan as a concentrating semantic element of an advertising text. The material was advertising posters and images from the official websites of car manufacturers, as well as thematic magazines. The relevance of the investigation is determined by the enormous importance of advertising, which it acquire in the mediainformation age. In the analysis of the material, the concepts of polycode and heterogeneity of the advertising text are used. The considerable amount of research on this issue is used as a source.Was made the analysis of the compositional structure of advertising texts as a complex of verbal (slogan) and non-verbal (multimedia) elements of message with the purpose of directly affecting a potential buyer. The role of the slogan as a verbally expressed semantic core of advertising argumentation is determined. The functions of a slogan in the car advertising text are identified. Also was proved that all non-verbal (inosemiotic) elements of a text acquire meaningful certainty uniting around slogan.