Multimodal Texts of Political Print Advertisements in Ukraine

Political print advertisements as an integral part of political propaganda contribute to creating a positive image politician or party aiming win popular votes. The effective combination verbal and non-verbal (pictorial) components presupposes purposeful influence on the electorate by means activating existing socio-cultural schemas among voters. This study aims analyze generic structural potential in Ukraine interpret symbolic representation levels advertisements. data, encompassing 25 leaflets, was collected 2020 during local election campaign Chernivtsi, Ukraine. analysis has been conducted two levels: literal interpretative. Following principles Generic Structure Potential (Cheong, 2004) we have outlined GSP Thus, (visual) incorporate lead (Locus Attention (LoA) Complement Locus (Comp.LoA) emblem, pictogram, (linguistic) involve Announcement (Opening), Enhancer, Slogan, Call-and-visit Information. next level presupposed interpretation obtained results. In accordance with this, advertisements, incorporating patriotic, social, economic, slogans revealed. terms observe following analyzed material: photo candidate, appearance, pictograms, additional pictorial elements. results indicate that displays material are often congruent explicit. Cases incongruent implicit observed well. Such boost viewers’ curiosity they contain less information. show candidates whose incorporated symbolism greater information, led