Политический плакат как поликодовый текст

Политическая лингвистика. 2019. Т. 74. № 2. С. 100–106.

Павлина С. Ю.

The article investigates the interaction of signs belonging to different semiotic systems in British and American political posters. A poster is viewed as a text of a special kind which is perceived through the visual channel of communication and which incorporates verbal, graphic, iconic and color modes. Being a means of visual political communication, a poster acquires special significance in the electoral context. According to their structural organization all posters fall into three groups: those containing only verbal elements, those incorporating pictorial and verbal components and those including only a visual image. The analysis of the interaction of the modes interwoven into the texture of political posters revealed that each of them can assume a dominant semantic role in the text. However, the verbal and nonverbal elements of the multimodal text tend to work together to transmit politically relevant information efficiently. Political posters are laconic in form, so to attract the recipients’ attention and to elicit emotional response they use an array of expressive means which include metaphor, pun, alliteration and rhyme as well as intertextual verbal and nonverbal elements.

Keywords: political discourse, политический дискурс, multimodal texts, political posters, verbal modes, graphic modes, color modes, iconic modes, поликодовые тексты, политические плакаты, вербальные коды, иконические коды, графические коды, цветовые коды