Мультимодальные аспекты лингвокреативности в политическом плакате (на материале немецкого языка)

Abstract

The paper considers the types and compositional and conceptual functions of combinations of verbal and non-verbal elements in modern German political posters. The aim of the research is to identify the persuasive potential of multimodal interaction between verbal and non-verbal elements as manifestation of the addressee’s linguistic creativity. The scientific originality of the research is determined by the fact that it considers non-verbal elements of text structure together with verbal elements as multimodal implementation of syncretic linguistic creativity. As a result, it has been discovered that non-verbal elements either become an integral part of the meaning of linguo-creative elements of a political poster, or serve as pragmatic background for their better perception by the recipient.