Семантика банкротства как способ продвижения продукта в современном американском рекламном дискурсе

Abstract

The article discusses several problems. First, it deals with the terminology which is used with reference to complex semiotic systems. Second, it provides several reasons why multimodal texts are so important for modern commu-nication, and specifically for different kinds of advertisement. Third, it analyzes the character of relations between visual and verbal components in modern American advertising campaigns. With the help of linguistic methods, including the methods of analysis of dictionary and contextual semantics, the author demonstrates the possible ways of material interpretation. The methodology has been formed on the basis of the theory of conceptual metaphor and the methods of semiotic analysis of mul-timodal text.

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