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.