Particularities of metaphorical creolized text building in public service announcement campaigns against racism

Abstract

Introduction. The number of foreign citizens coming to Ukraine both forcibly (refugees) and for business purposes is increasing. The interaction of foreigners with the ethnic population against the background of deteriorating socio-economic situation often leads to hostility at the cultural, religious and linguistic levels. The relevance of the study is that in the context of the spread of the negative trend of racial discrimination, social advertising is an effective mechanism for shaping public opinion, and therefore should use the most effective methods of influence. The goal is to determine the peculiarities of the construction of a metaphorical creolized text in social advertising campaigns against racism, to single out the classification features of advertising messages according to the degree of metaphorization of the components. Methodology. Linguistic-semiotic analysis, comparison, generalization and systematization, method of pragmatic interpretation of the text, functional and descriptive methods and hermeneutic approach were used to decode the verbal and visual components of advertising. Results. Texts with a combination of elements of different semiotic systems are called «creolized». Advertising messages of commercial and social advertising have different degrees of interaction of lexical and pictorial components. Social advertising affects the general public, and its purpose is to change behavior, establish moral principles, form public opinion, rather than a one-time commercial effect. During the classification, creolized texts are divided into five models according to the degree of metaphorization of the input components. Conclusions. Metaphorization is created by combining neutral verbal and visual components in the first model. The second and third models have one input metaphorical component – lexical and pictorial, respectively. The fourth and fifth models combine metaphorical verbal and visual components with the difference that in the fourth the decoding of the creolized text occurs only in the inseparable connection of semiotic components. In the fifth – the highest degree of creolization – metaphor is embedded in the form of the idea of the message.