DOI: 10.25136/2409-8698.2023.5.40748

Abstract: Linguistics as a science is constantly developing and expanding its boundaries, including in its competence all new objects of research. One of such objects is a creolized text, which is a special kind of communicative phenomenon consisting of signs of different semiotic systems. Creolized text is actively used in various spheres of public life, including advertising, media, art, education, etc. The article is devoted to the creolized text as an object of study in linguistics. The object of research in this article is a creolized text. The purpose of this article is to consider the creolized text as an object of study in linguistics through the analysis of published studies. The methodological basis and material of the study were the classical works of domestic and foreign scientists on the problems of text theory, paralinguistics, semiotics, communicative linguistics and linguoculturology, as well as recent studies, the object of study of which were creolized or polycode texts. The author defines the concept of a creolized text, highlights the specific characteristics of a creolized text compared to a single-code text, describes the main scientific approaches to the analysis of a creolized text and research methods. The article presents an overview of classical scientific works devoted to the analysis of creolized text, as well as studies published in recent years. The author concludes that the creolized text is a complex and multifaceted object of study in linguistics, which reflects the trends in the development of modern society and culture and allows expanding the boundaries of linguistic knowledge and understanding of language as a means of communication.

DOI: 10.7256/2454-0749.2023.4.40117

Abstract: The analysis of advertising texts is an interdisciplinary problem studied at the junction of various fields of knowledge, the pragmalinguistic analysis of advertising, among other things, is based on its understanding in psychology, philosophy, marketing, etc. The object of research is the texts of English–language outdoor advertising. The subject of the study is the strategic features of outdoor advertising texts, the main verbal means of expressing communicative attitudes in them. The author examines in detail the main characteristics of the outdoor advertising text, which is creolized in its structure, that is, such a text where verbal and nonverbal components create a single semantic whole and contribute to achieving the goals of advertising impact. The main theories of creation and realization of the influencing potential of advertising texts are considered. The main conclusion of the study is the conditionality of the choice of linguistic and non-verbal means of communication in the advertising discourse, depending on the communicative attitudes, both explicit and hidden. The author's contribution is a description of the classification of general and particular communicative strategies and tactics of the outdoor advertising text, among which strategies of a cooperative and non-cooperative nature are highlighted. The description of strategies is carried out through the analysis of the main linguistic means of creating an influencing effect in an advertising appeal. The novelty and relevance of the study is due to the inclusion of non-verbal components in the semantic fabric of the text, and, consequently, the need to apply new approaches to the analysis of such texts.