JUST PUBLISHED: F. Miliaev, „On the Issue of Polycode Texts in Advertising“
The study published in the conference proceedings Zborník príspevkov z XXXIII. kolokvia mladých jazykovedcov (Banská Bystrica: Matej Bel University in Banská Bystrica, Slovak Linguistic Society at the Ľudovít Štúr Institute of Linguistics of the Slovak Academy of Sciences, 2025) focuses on polycode (creolized) texts in advertising discourse and is situated within the framework of text linguistics. It analyzes the interaction of verbal and visual components in Slovak and Russian print advertisements, highlighting how heterogeneous semiotic codes contribute to text coherence, meaning construction, and semantic and pragmatic impact. By combining semiotic, linguistic, and visual analysis, the paper contributes to current research on complex text structures and multimodal communication.
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 Slavic Moral Words (OXYMORAL).
Galéria
