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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Main Author: M. V. Terskikh
Format: Article
Language:Russian
Published: Tsentr nauchnykh i obrazovatelnykh proektov 2020-12-01
Series:Научный диалог
Subjects:
Online Access:https://www.nauka-dialog.ru/jour/article/view/2212
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author M. V. Terskikh
author_facet M. V. Terskikh
author_sort M. V. Terskikh
collection DOAJ
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.
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spelling doaj.art-7003e2d0e914490995ff79629ced26be2024-03-25T14:31:03ZrusTsentr nauchnykh i obrazovatelnykh proektovНаучный диалог2225-756X2227-12952020-12-0101211112110.24224/2227-1295-2020-12-111-1211739Packaging Information as a Polycode Advertising Text: Impact ToolsM. V. Terskikh0Federal State Budgetary Educational Institution of Higher Education “Dostoevsky Omsk State University”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.https://www.nauka-dialog.ru/jour/article/view/2212advertising textinformation on the packagingpolycode textspeech impactspeech manipulationprovocative advertising
spellingShingle M. V. Terskikh
Packaging Information as a Polycode Advertising Text: Impact Tools
Научный диалог
advertising text
information on the packaging
polycode text
speech impact
speech manipulation
provocative advertising
title 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_short Packaging Information as a Polycode Advertising Text: Impact Tools
title_sort packaging information as a polycode advertising text impact tools
topic advertising text
information on the packaging
polycode text
speech impact
speech manipulation
provocative advertising
url https://www.nauka-dialog.ru/jour/article/view/2212
work_keys_str_mv AT mvterskikh packaginginformationasapolycodeadvertisingtextimpacttools