Partial creolization of American and German advertising texts

Abstract

The article considers features of partially creolized advertising texts where the picture exists independently from the verbal text. By the criterion of interrelation between the verbal and non-verbal components, three types of partial creolization are distinguished: repetition, addition and full autonomy. The studied texts show actualization of visualized implicatures of advertising discoursive acts, i. e. those represented iconically, based on their interaction with the verbal components. Implicature is understood as an implicit propositional and illocutionary meaning, which has an intentional character, i.e. the author of the advertising text has an intention to convey this implicature to the addressee. Types of implicature visualization are distinguished by the following criteria: number of implicatures (simple and complicated), metaphorization (with or without a metaphorical implicature), and visualization of elements of the implicit proposition (subject, object, instrument or predicate). Typically, German advertising texts illustrate visualization of the subject of proposition and explication of visualized product name. American advertising texts show predominance of metaphorization.