MULTIMODALITY AS A KEY FEATURE OF CONTEMPORARY ADVERTISING TEXTS (BASED ON ARMENIAN, RUSSIAN, AND ENGLISH ADVERTISING TEXTS)

Abstract

The article is devoted to the study of multimodality as a key characteristic of modern digital advertising. Based on a corpus of advertising texts in Armenian, Russian, and English, and within the framework of the social semiotic approach (G. Kress, T. van Leeuwen), the integration of verbal and non-verbal modes is analyzed: text, image, color, font, emojis, and hashtags. It is argued that multimodality serves as a universal tool for creating a soft manipulative effect, aimed at enhancing emotional impact and prompting consumer action. Cross-cultural analysis revealed a commonality in the basic strategies of using multimodal means across different linguocultural contexts.