Мультимодальна алюзивність англомовної та українськомовної реклами: зіставний аспект

Abstract

This research aims to reveal specificity of verbal and visual allusions in their multimodal integration in English and Ukrainian advertisements through their comparative analysis. In accordance with this aim, the following tasks are set: - to generalise properties of advertisements, their communicative and cultural aspects; - to specify main features and functions of advertisements; - to outline general characteristics of multimodality and its role in advertisements; - to systemise properties of allusion as a stylistic means from the perspective of its typology and functions; - to identify stages and procedures of allusions analysis in English and Ukrainian advertisements; - to reveal the main types of verbal allusions in English and Ukrainian advertisements; - to characterise visual allusions in English and Ukrainian advertisements; - to compare multimodal interaction of verbal and visual allusions in English and Ukrainian advertisements.