ВІЗУАЛЬНІ КОМПОНЕНТИ В РЕКЛАМНО-ІНФОРМАЦІЙНОМУ КОЛАЖІ ЯК КРЕОЛІЗОВАНОМУ УТВОРЕННІ

Abstract

The article elucidates the visual components of the advertising-informational collage in relation to signiier.
Special attention is paid to singling out such visual elements as picture, logotype and author’s photo
of the advertised book. The said elements are analyzed in the framework of Ch. Pierce’s classiication of signs
(signs-symbols, signs-indexes, signs-icons). Their interpretation is carried out via the method of verbal-visual
metaphor. Visual means as constituents of a creolized formation combined with the verbal components are
regarded suggestive means of impacting the recipient.