Fascination in Creolised Texts in English-Language Social Advertizing
This article is devoted to the fascination as a communicative phenomenon and a component of texts with codes of different semiotic systems in social advertising. A number of terms used by the scientific community for the designation of this kind of texts are considered. The choice of the term «creolized text» is substantiated and its definition is presented as a text, the texture of which consists of two non-homogeneous parts - verbal and non-verbal. The classifications of creolized texts are analysed depending on the synergetic effect of two components on the recipient. The examples of the main methods of fascination, found in creolized texts of social advertising, are derived and given. Particular attention is paid to the fascinative influence of the verbal and nonverbal constituents of the creolized text on the recipient. As a result it is concluded that the phenomenon of fascination contributes to the main purpose of the advertising message: to draw attention to the problem, to generate interest and conviction in the idea, opinion or method of solving this problem. The article notes that fascination is often found in the non-verbal component of the message of creolized texts of social advertising. It is established that the reason for this phenomenon is a significant difference in the speed of perception of iconic and verbal signs. The interrelation between the fascinative perception of the text and the figurative perception of iconic symbols is traced, which is not drawn to facts and numbers, but to associations and images. The article notes that some methods of fascination can only be linguistic, for example, questions, question words, incompleteness of utterances, understatement, word-symbols, numbers, imperative and deviation from the norms.