When even silence is convincing: creolized text as a communicative strategy in modern advertising

Abstract

This article examines the evolving approach to creating advertising materials in the context of the rapid development of creolized texts. Modern advertising is increasingly being created "from the image" rather than "from the text": the visual concept becomes the starting point, while the verbal component serves a supporting function. The relevance of this trend is demonstrated using examples from a number of Russian companies (Russian Media Group, Fix Price, and the brands "Antikhrupkost," "Krestetskaya strochka," and "Kronika"). The concept of "communication strategy" is introduced as a vector of influence determined by the mutual influence of the verbal and visual components of a creolized text. Four types of such interaction are distinguished: duplicative, complementary, contrasting, and integrative. A methodological position is substantiated, according to which the effectiveness of a creolized text is determined not by the dominance of an image or word, but by the correspondence of the final form to a specific communicative task. The practical significance of this study lies in the systematization of visual tactics and the development of tools for the conscious creation of effective advertising materials.