Semeniuk T. Cognitive, Semantic and Pragmatic Peculiarities of German Polycode Texts (based on Commercial Advertising)

This thesis is devoted to the problem of polycodality of modern written communication and focuses on the analysis of cognitive, semantic and pragmatic peculiarities of polycode texts of contemporary German advertising. The approaches to the interpretation of the basic concepts "text", "polycode text", "concept", "semiotic implementation of the concept", "strategy", "tactic" are systematized in the research. The pragmatic peculiarities of polycode advertising texts have been investigated. The classification of strategies and tactics of communicative influence on the addressee of commercial advertising has been developed. The actualization of pragmatic influence has been studied in the research through the spectrum of heterogenous means (verbal, non-verbal, paraverbal) within such strategies as attraction, awaking of interest, argumentation and calling for active actions.