The article is dedicated to the analysis of the poster as a multimedia text and the justification of the development and transformation of the concept of polycodality from the perspective of a deeper combinatorial semantic integration of verbal and visual elements based on polyphonic interaction within the content of the poster. The author analyzes the results of theoretical works on polycodality in its various aspects and extrapolates the conclusions of scholars to the possibilities of a more versatile, comprehensive study of the synergistic nature of the poster as a result of communicative tendencies and processes. The study addresses complex issues concerning the justification of the meaningful verbalized transformation of visual elements and the synthesis of meanings under the influence of communicative intentions determined by the genre and format of the poster. A particular contribution of the author to the study of the topic is the proposed new perspective on the poster as a polyphonic tool for the formation of communicatively effective meanings of an encouraging and persuading nature. The research methodology is based on the concept of structural analysis and synthesis, methodological techniques for collecting, analyzing, summarizing, systematizing, and critically evaluating empirical material with the aim of its comprehensive study based on the synthesis of methodological principles. The novelty of this research lies in the justification of a stable impactful characteristic of the poster as polyphonic combinatorics. We have scientifically confirmed for the first time how exactly the diversity and interaction of various elements (text, images, color solutions) form a unified and powerful impact on a person. The main conclusions of our research indicate that polycodality transitions into a new quality and manifests itself in the syncretic binding of poster content meanings. The polycodality of the poster transforms into a new quality, manifested in the syncretic binding of meanings. This syncretic binding creates a holistic, deeper, and more multifaceted perception of the poster's content, making it a significantly more effective communication tool. The poster acts not just as a bearer of information but as a complex system that actively shapes interpretation and evokes an emotional response.
Qi Duanmu (Sun,) studied this question.