Packaging Information as a Polycode Advertising Text: Impact Tools

Abstract

The article is devoted to the analysis of polycode advertising texts placed on food packaging. The relevance of the study is determined by the fact that at present, when the decision to purchase is often made directly at the point of sale, the role of information on the packaging has increased many times over. This fact makes it necessary to analyze modern technologies of influence and manipulation that are relevant for this type of discourse. The author considers the text on the packaging as a communicative and structural holistic message, consisting of semiotically heterogeneous elements, characterized by high pragmatic and expressive saturation, aimed at encouraging consumers to make a purchase of a particular product. A typology of functions performed by the information on the packaging is proposed. The main polycode tools that ensure the effective implementation of these functions are considered. As the most frequent polycode techniques used in the text on food packaging, the author identifies the following: an emphasis is made on a unique component in the composition, categorization of the target audience according to certain criteria, the use of means of expression, including provocative metaphorization, appeal to authoritative opinion, the use of stylistic visualization, technologies of narrative and storytelling, etc.