| Autor: |
Iva Ivanova |
| Jazyk: |
bulharština |
| Rok vydání: |
2023 |
| Předmět: |
|
| Zdroj: |
Медии и език, Vol 1, Iss 13, Pp 65-80 (2023) |
| Druh dokumentu: |
article |
| ISSN: |
2535-0587 |
| DOI: |
10.58894/VFYC8014 |
| Popis: |
The article is focused on two main aspects of copywriting texts - multimodality and rhetoric in order to outline the theoretical framework of these concepts and demonstrate their role as a tool for creating effective communicative messages. The analysis provided grounds for the following conclusions: The communicative effectiveness of multimodal copywriting texts directly depends on the correct combination of rhetorical tools with the other components of the multimodal text; taking into account the characteristics of the audience; the achievement of synchronicity between expressiveness and comprehensibility, between informativeness and emotionality within the text. The rhetorical tools commented in the article, combined with a methodological approach that takes into account the multimodal nature of copywriting texts, can draw guidelines for creating effective communicative models applicable in all spheres of modern communication. |
| Databáze: |
Directory of Open Access Journals |
| Externí odkaz: |
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