Polycode expressive means of english-language advertising: through the prism of time

This article examines verbal and non-verbal expressive means used in the advertising of psychotropic drugs targeted at a female audience from the perspective of polycode communication. The research material covers the period from the 1950s to the 1960s. The focus of the study is on the ways in which the polycode nature of advertising is implemented. Each advertising message is a polycode English-language text, consisting of a combination of verbal and non-verbal codes that have a complex effect on the target audience's feelings, emotions, and motivation. The article presents an interpretation of the perceived effect of these advertisements. Verbal means such as metaphors, parallel constructions, ellipses, homogeneous sentence structures, suspense, epithets, and hyperboles were identified in the advertisements. Among the non-verbal means, visual metaphors and font highlighting were distinguished. The use of verbal and non-verbal stylistic devices in the advertisements under consideration is notable for its direct appeal to the emotional realm of the audience. Typographic elements, such as font highlighting and ellipsis, draw the attention of potential customers to the main messages of the adverts. Since many of these adverts feature children, it can be inferred that English-language ads for psychotropic medications during the time period under study primarily targeted mothers. Therefore, advertisers emphasized the importance of caring for children and family values in their campaigns. The inclusion of children enhances the emotional impact, transforming the advertising message into an almost moral appeal. It was also found that adverts featuring negative emotions are prevalent. By focusing on anxiety and exhaustion of mothers, advertisers created a sense of need for their products. The visual metaphor, combined with the text, helps to convey the dramatic nature of the situation. Thanks to the polycode nature of the advertisements under consideration, an anxious atmosphere is created more successfully, which enhances the impact on the target audience. The polycode approach of the advertising texts under review is a necessary requirement for the realization of the pragmatic purpose of advertising.