PRECEDENT VISUAL PHENOMENA AND THE MECHANISMS OF THEIR IMPACT ON CONSCIOUSNESS OF READERS

Abstract: 

On the basis of polycoded newspaper and journal texts the author explores the mechanisms of cooperation of verbal and visual phenomena. Psychological peculiarities of appreciation of precedent visual phenomena are analyzed. Major functional characteristics and strategies of interpretation of both visual phenomena and verbal texts, they are included in, are under review.

Key words: 

impact, precedent, visual and verbal texts, mass media.

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