Veronika Egorova, University of Washington

Department of Slavic Languages and Literatures

The Interaction Between Visual in Linguistic Components in Russian TV Commercials

In advertising how you sell a product is often more important than the product itself. In this paper I will demonstrate how both visual and linguistic elements participate in the construction of the advertising message. Analysis of this interconnection will be examined in the framework of a Transactional Discourse Model, proposed by Olga Yokoyama. This cognitive model views communication as a process of relocation of knowledge between two interlocutors – the speaker and the hearer. These interlocutors are represented by two distinct sets of knowledge. I will demonstrate that the interaction of linguistic and visual information in ads is used strategically to control and manipulate the audience.

Access the full paper here.

The Ellison Center
REECAS Program
Box 353650
203B Thomson Hall
Seattle, WA 98195
(206) 543-4852 phone
(206) 685-0668 fax
reecas@u.washington.edu