title: Visualization in medical advertising discourse in Germany
metadata.name: dc.contributor.author
metadata.value: Tayupova, Olga I.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Poliakova, Ekaterina V.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2023-01-31T21:27:46Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2023-01-31T21:27:46Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2022-12
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Tayupova O. I., Polyakova E. V. (2022). Visualization in medical advertising discourse in Germany. Media Linguistics, 9 (4), 393–403. https://doi.org/10.21638/spbu22.2022.406 (In Russian)
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: https://doi.org/10.21638/spbu22.2022.406
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/38952
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: A study was made of non-verbal signs used to visualize the printed text of advertising, selected
  both by belonging to the corresponding subdiscourse and taking into account the territorial
  feature. Advertising as a type of media text, which has a special composition and influences consumer
  behavior with the help of specific means, consists of two interrelated codes: a verbal code
  and a visual code. It has been established that the non-verbal code of this type of text not only
  transmits information about over-the-counter drugs in order to maintain and enhance sales,
  but also contains information about the cultural situation of the country, about ethnocultural
  stereotypes and values prevailing in German society, contributing, in turn, their promotion in
  society. The authors, setting themselves the goal of identifying the visual resources involved in
  the creolized advertising texts of leading German pharmaceutical companies, attempt to systematize
  the idea of the visualization tools used here, correlating with gender parameters, national
  and cultural characteristics of Germany, its national identity, taking into account technological
  solutions in the colour picker. The suggestive potential of visual means that affect the potential
  consumer of over-the-counter medicines due to the appeal to what is close and understandable
  to him as a representative of a certain cultural community or gender has been determined. It
  was revealed that in the visual plan, advertising of over-the-counter drugs not only adapts to the
  cultural environment, reflecting the originality of the national-specific picture of the world of
  the Germans, their mentality and preferred lifestyle but also reveals a close connection with the
  symbols of medicine. Cultural signs, directly related to the cultural and value space of Germany,
  are a universal tool for influencing potential consumers of over-the-counter medicines.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: ru
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Media Linguistics;Volume 9; Issue 4
metadata.lang: -
metadata.name: dc.subject
metadata.value: visualization
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: creolized printed text
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: German advertising of over-the-counter drugs
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: German national-cultural and gender stereotypes
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: symbols of medicine
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Visualization in medical advertising discourse in Germany
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 393-403.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/38952/1/393-403.pdf
resources.format: Adobe PDF
resources.size: 660,9 kB