VISUAL STYLISTIC MEANS IN SOCIAL INTERNET ADVERTISING OR THE BEGINnING OF VISUAL TEXT STYLISTICS
This article deals with the question of the credibility of the identification of visual stylistic means. On the basis of the analysis of social Internet advertising the most frequent visual stylistic means were determined and the definitions of such terms as “visual metaphor”, “visual allusion” and “visual simile” were given. The most frequent visual metaphors are zoonymic and those referred to the spheres of murders, wars, crimes. Visual comparison may contain two opposed images or present two objects associated with the underlined social problem. Visual allusions refer to important images for the addressees, like characters of fairytales and comics for young people.