VISUAL COMPARISON IN ENGLISH-LANGUAGE POLITICAL ADVERTISING

  • Elena Lastovka
Keywords: political advertising, visual comparison, communication

Abstract

The article carries a review of research works on visual stylistic means in advertising. Researchers see them as the means of manipulation that evoke specific associations and assessments in recipients. The main aim of the article is to prove the validity of identification of visual comparison as visual stylistic means. Visual comparison in political advertising is regarded as an ideological means of influence on a global recipient. Visual comparison is in the nature of correlation or opposition and is effectively used in political advertising compared to other visual stylistic means. The correlation includes two images that are used to draw the attention of the addressee to certain socio-political problems, to form a positive image of the candidate and his program. The mean of opposition is based on a comparison of two antagonistic images, which forces the recipient to make a choice in favor of one of them. The obtained results can be used for further development of the theory of visual textual stylistics and for the creation of texts of political Internet advertising.

Downloads

Download data is not yet available.

References

Большакова, Л.С. (2008). Метафора в англоязычном поликодовом тексте: на материале британских и американских музыкальных видеоклипов: Автореф. дис. …канд. филол. наук. Самара: Самарский гос. пед. университет.

Валгина, Н.С. (2003). Теория текста: Уч. пособие. Москва: Логос.

Зенкова, А.Ю. (2004). Визуальная метафора в социально-политическом дискурсе: методологический аспект. В Русакова, О.Ф. (Ред.). Многообразие политического дискурса. Екатеринбург: Ин-т философии и права УрО РАН. 39-54.

Каменева, В.А. (2017). Теоретические основы идеологических исследований. Краткий обзор. В Политическая лингвистика. № 3. 16-20.

Каменева, В.А., Горбачёва, О.Н. (2014). Визуальные стилистические средства в социальной интернет-рекламе, или Зарождение визуальной стилистики текста. В Политическая лингвистика. № 2. 124-127.

Каменева, В.А., Рабкина, Н.В. (2019). Визуальный код рекламы: скрытая суггестия. В Политическая лингвистика. № 4. 83-102.

Каменева, В.А., Рабкина, Н.В., Араева, Л.А, Горбачёва, О.Н. (2018). К вопросу о терминологическом аппарате визуальной стилистики текста: визуальные стилистические средства в социальной рекламе. В Политическая лингвистика. № 3. 96-104.

Сарна, А. (2005). Визуальная метафора в дискурсе идеологии. В Палiтычная сфера. № 4. 55-60.

Сорокин, Ю.А., Тарасов, Е.Ф. (1990). Креолизованные тексты и их коммуникативная функция. В Сорокин, Ю.А., Тарасов, Е.Ф. (Ред.). Оптимизация речевого воздействия. Москва: Наука. 180-186.

Феденева, Ю.Б. (1998). Моделирующая функция метафоры в агитационно-политических текстах 90-х гг. XX века: Дис. …канд. филол. наук. Екатеринбург: Уральский гос. пед. университет.

Averbukh, V.L. (2001). Towards the Conceptions of Visualization Language and Visualization Metaphor Proceedings. In IEEE Symposia on Human Centric Computing Languages and Environments (Sept. 5–7, 2001, Stresa, Italy). Stresa: IEEE Computer Society. 390-391.

Bolshakova, L.S. (2008). Metafora v angloiazychnom polikodovom tekste: na materiale britanskikh i amerikanskikh muzykal'nykh videoklipov [Metaphor in the English-language polycode text: on the material of British and American music video clips] (Doctoral dissertation abstract). Samara: Samara State Pedagogical University. (In Russian.)

Fedeneva, Yu.B. (1998). Modeliruiushchaia funktsiia metafory v agitatsionno-politicheskikh tekstakh 90-kh gg. XX veka [Modeling function of metaphor in agitation and political texts of the 90s in XX century] (Doctoral dissertation abstract). Yekaterinburg: Ural State Pedagogical University. (In Russian.)

Kameneva, V.A. (2017). Teoreticheskie osnovy ideologicheskikh issledovanii. Kratkii obzor [Theoretical foundations of ideological research. Short review]. In Politicheskaia lingvistika [Political Linguistics]. No. 3. 16-20. (In Russian.)

Kameneva, V.A., Gorbacheva, O. N. (2014). Vizual'nye stilisticheskie sredstva v sotsial'noi internet-reklame, ili Zarozhdenie vizual'noi stilistiki teksta [Visual stylistic means in social Internet advertising, or the emergence of visual stylistics of the text]. In Politicheskaia lingvistika [Political Linguistics]. No. 2. 124-127. (In Russian.)

Kameneva, V.A., Rabkina, N.V. (2019). Visual ad code: hidden suggestion [Vizual'nyi kod reklamy: skrytaia suggestiia]. In Politicheskaia lingvistika [Political Linguistics]. No. 4. 83-102. (In Russian.)

Kameneva, V.A., Rabkina, N.V., Araeva, L.A., Gorbacheva, O.N. (2018). K voprosu o terminologicheskom apparate vizual'noi stilistiki teksta: vizual'nye stilisticheskie sredstva v sotsial'noi reklame [On the question of the terminological apparatus of the visual stylistics of the text: visual stylistic means in social advertising]. In Politicheskaia lingvistika [Political Linguistics]. No. 3. 96-104. (In Russian.)

Sarna, A. (2005). Vizual'naia metafora v diskurse ideologii [A visual metaphor in the discourse of ideology]. In Palitychnaia sfera [The political sphere]. No. 4. 55-60. (In Russian.)

Sorokin, Yu.A., Tarasov, E.F. (1990). Kreolizovannye teksty i ikh kommunikativnaia funktsiia [“Creolized” texts and their communicative function]. In Sorokin, Yu.A., Tarasov, E.F. (Ed.). Optimizatsiia rechevogo vozdeistviia [Optimization of speech impact]. Moscow: Nauka. 180-186. (In Russian.)

Valginа, N.S. (2003). Teoriia teksta [Text theory]. Moscow: Logos. (In Russian.)

Zenkova, A. Yu. (2004). Vizual'naia metafora v sotsial'no-politicheskom diskurse: metodologicheskii aspect [Visual metaphor in socio-political discourse: methodological aspect]. In Rusakova, O.F. (Ed.). Mnogoobrazie politicheskogo diskursa [Diversity of political discourse]. Ekaterinburg: Institute of Philosophy and Law of the Ural Branch of the RAS. 39-54. (In Russian.)

Averbukh, V.L. (2001). Towards the Conceptions of Visualization Language and Visualization Metaphor Proceedings. In IEEE Symposia on Human Centric Computing Languages and Environments (Sept. 5–7, 2001, Stresa, Italy). Stresa: IEEE Computer Society. 390-391. (In English.)

Published
2020-11-08
How to Cite
Lastovka, E. (2020). VISUAL COMPARISON IN ENGLISH-LANGUAGE POLITICAL ADVERTISING. Philological Studies, 18(2), 168-177. Retrieved from https://journals.ukim.mk/index.php/philologicalstudies/article/view/1448
Section
Contemporary Society In Culture, Language, And Literature