Tsyliuryk T. Multimodality and persuasiveness of public service advertising (PSA) in Great Britain and Germany (based on the English and German languages)

The thesis analyzes linguistic, structural, and functional-pragmatic aspects of traditional (linear) and postmodern (enigmatic) static public service advertising (PSA) in Great Britain and Germany, reveals the persuasive potential of PSA on current social problems. The relevance of the PSA study as discourse and socio-cultural phenomenon within mass communication is predetermined by the demand of advanced research in the peculiarities of national mentalities, effective use of verbal and non-verbal means of communication with persuasive intent, phenomena of feedback and influence on mass consciousness. Global issues, together with cultural agenda, values, sociopolitical and economic development of countries, are represented in the PSA theme, applied persuasive strategies, and emotionality. Comparative analysis of British and German PSA reveals norms, values, emotionality, and stereotypes peculiar to the respective linguo-cultural communities. The importance of the dissertation is also defined by the orientation of modern linguistic studies on the systematic and integrative research of verbal means in combination with non-verbal means in the PSA posters, as well as on the research of lexical-semantic, stylistic, structural, pragmatic, and semiotic peculiarities of these texts.