Kovalchuk I. Verbal and Non-Verbal Means of Product Labelling in Modern English Communication.

The thesis presents the results of a complex analysis of product labelling made within the communicative linguistics. According to its semantic and pragmatic pecularities, we position product labelling (PL) as a type of advertising discourse whose constitutive features are conceptual topic, anonymous mass sender and recipient, domination of visual information transmission channel, interaction of verbal and non-verbal means, text creolization and feedback delay. Discursive features that distinguish PL from other types of advertising discourse are the following: the use of packaging as the information transmission channel, specific time-place parameters of communication, i.e. a supermarket as well as a certain product row are defined as the place of communication, the time of communication is indefinite for the sender and unlimited for the recipient. In the paper we define PL as a type of advertising discourse with the package as the main tool in achieving sender's global communicative goal, namely: to convince the recipient of the product advantages using logical and emotional arguments and taking into consideration the extra-linguistic factors such as recipient's social background, knowledge, value system and goals. Moreover, PL is understood as a system of verbal and nonverbal signs, which are organized in a structure, all elements of which are limited by the surface of a package and characterized according to such parameters as expressivity, integrity and structuring.