Image Advertising: Realising Metaphorical Potential of Polycode Text of Image Advertising

The article is devoted to the problem of metaphorical potential of polycode texts of image advertising in modern mass media.

The relevance is determined by the increased interest in advertising as well as the change in the functional orientation of advertising by implicit knowledge usage.

The purpose of the research is to study some peculiarities of multimodal conceptual metaphor in polycode text of image advertising, in particular the implementation of the cognitive mechanism of metaphorical transfer when perceiving metaphorical images encoded in the advertising, and the subsequent formation of an internal image of an advertising object in an individual lexicon.

The objectives of the study are to consider the notion of image advertising and its structural and compositional features, use of metaphor in the advertising along with the analysis of the cognitive-psychological impact of images created by multimodal conceptual metaphors on an individual.

The object of the study is a polycode image advertising text of verbal and nonverbal architectonics.

The subject of the study is the functional potential of metaphor and metaphorical constructs in terms of their contextual interrelation. The following research methods are used: theoretical analysis of scientific literature on the problem under study, descriptive method, discursive analysis.

Interest in the study of the functional potential of image advertising is due to its impact on the consciousness of the target audience. The pragmatic orientation of advertising determines its logical and emotional content, the specificity of verbal and non-verbal components and their structural and compositional organisation. Use of multimodal metaphors is an effective technique for creating a memorable image of advertising as it triggers complex psychological mechanisms that directly influence associative thinking and individual lexicon of a respondent connecting an external image created in an advertisement and an internal image formed by an individual in their individual lexicon. Thus the imagery of metaphor not only shows the phenomena of reality but due to the manipulating techniques influence the respondent transforming their attitude to the reality shown in advertising.