MULTIMODALITY OF MODERN ENGLISH-LANGUAGE ADVERTISING TEXT

The multimodality of a modern English-language advertising text is a complex combination of verbal, visual, spatial and auditory elements that provides a holistic impact on the audience by integrating various sensory modes to maximize communication effectiveness. This synergistic interaction of modes gives advertising messages the ability to enhance both cognitive and emotional perception, stimulating positive associations that contribute to brand memorability and loyalty. This article discusses the theoretical foundations of multimodality, in particular the concepts of “modus” and “multimodal communication”, as well as their application in the field of advertising as key elements of modern communication. The methods of combining multimodal components that make advertising messages vivid and emotionally rich are described. The effectiveness of integrating different modes (verbal, visual, audio, spatial) in advertising, which creates unique impressions and evokes an emotional response from consumers, which is one of the main factors influencing decision-making, is analyzed. Translation of multimodal advertising texts requires not only linguistic transformation, but also a careful approach to the adaptation of all components that form the overall impression of the message. For example, translators have to take into account the semantics of visual elements that may have different cultural meanings in the source and target languages, as well as the symbolic role of colors, fonts, composition, and audio effects. In addition, audio modes, such as tone, background music, or sound effects, can create a certain mood and maintain the overall atmosphere of a message, which also requires adaptation to the cultural context of the target audience. The article highlights the challenges that translators face when reproducing multimodal advertising texts into Ukrainian. During the translation of advertising texts, it is important to take into account cultural specifics, pay attention to the peculiarities of translating idiomatic expressions, and preserve the style of the original.