Visual code of advertising discourse

Abstract

The scientific article is devoted to the specifics of the use of visual code in advertising discourse. Advertising uses artistic art, including the rich potential of fine art. The article aims to define the function of visual code in advertising discourse. It is obvious that visual information, illustration, and paralinguistic writing tools have become an important element for creating a creolized text. The lack of research in this area in National Linguistics indicates the relevance of the research topic. The study examines logos used instead of text in advertising discourse, the graphic representation of text as the most important aspect of logos, the importance of choosing letters, and the symbolism of colors. The theoretical aspects of the visual code were explored using the descriptive method, and the visual code is conceptualized as a source of attention, creating emotions, transmitting information, and creating interest in the advertised product. The generalized materials and opinions on the topic are systematized, discursive and cognitive analysis.