OXYMORAL

 

 

 

The paper in Cross-Cultural Studies: Education and Science (2024, Vol. 9, No. 3, pp. 36-48) deals with the issue of polycode text from a linguistic point of view focusing the attention on advertising communication. There is also discussed the possible use of polycode text in the learning process accenting the foreign language teaching. In the introduction of the article it is presented the polycode nature of texts at present as a natural phenomenon of modern communication. It is also given the term polycode text in comparison with the term monocode text and there are presented features of the polycode text and their basic distribution. The first part of the article highlights the concept of a polycode text in diachronic and synchronous aspects. The second part deals with the codes of media and advertising text. The third part talks about the understanding of a polycode text by addressees, and the fourth part devotes much space to polycode texts in advertising communication. The fifth part discusses the problems of typographic code in advertising. The entire part highlights the use of polycode texts in the learning process with an emphasis on teaching foreign languages. In conclusion there is given a summary of investigated problems.

 

The article was funded by the EU NextGenerationEU through the Recovery and Resilience Plan for Slovakia under the project No. 09I03-03-V04-00670 Inverted Morality: Reversed Semantics in Old Church Slavonic Moral Words (OXYMORAL).