PRAGMATIC REPRESENTATION OF VERBAL AND NON-VERBAL SIGNS IN ADVERTISING TEXTS

Abstract

The research analyzes how verbal means—such as evaluative lexemes, emotive vocabulary, imperative constructions, and phraseological units—operate pragmatically to construct positive meanings, evoke emotional responses, and guide the addressee’s actions. In parallel, non-verbal signs, including visual imagery, color symbolism, typography, layout, and sound, are explored as influential tools that enhance or reinforce verbal messages on a subconscious level. Particular attention is paid to the interaction between verbal and non-verbal components and their cultural and pragmatic appropriateness.