REPRESENTATION OF A TOPONYMIC OBJECT IN THE ADVERTISING DISCOURSE (MULTIMODAL ASPECT BY THE EXAMPLE OF THE ENGLISH TOURIST ADVERTISING)
Kondakova Irina Alexandrovna
Vyatka State University of Humanities
Abstract. The article examines the specifics of representation of a toponymic object in the British domestic tourist advertising at the multimodal (verbal and visual) level. The set of stylistic devices is limited: emotive epithets prevail, the metaphors are single. The visual component is in harmony with the linguistic: pastoral photo-landscapes, natural colours. This kind of advertising represents English mentality, English system of values the essentials of which are the personal space, visual restraint, love for animals and nature.
Key words and phrases: топоним, внутренняя туристическая реклама, мультимодальный (вербально-визуальный) аспект, национальный менталитет, Англия, эмотивный эпитет, метафора, toponym, domestic tourist advertising, multimodal (verbal and visual) aspect, national mentality, England, emotive epithet, metaphor
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