Exhibition poster as a polycode text: techniques of verbal and visual persuasion

The article examines the specifics of the polycode text of the exhibition poster and its role as a tool for positioning and promoting a cultural event. The poster is one of the basic genres of the "exhibition" subdiscourse within the framework of advertising discourse. The relevance of the research is due to the need to study modern methods of promoting cultural events, as well as the role and functions of polycode poster texts in this process. The research material includes the names of modern exhibition projects and the visual components of the polycode text of the poster announcing the cultural event. The analysis units were the names, the accompanying text, and the visual components of the advertising text. The analysis was carried out using the methods of discourse analysis, semiotic, contextual, and linguistic analysis. The actual characteristics of polycode texts of posters advertising exhibitions, taking into account their visual components, are described. Expressiveness, imagery, creativity, polysemanticism and intertextuality are identified as the most relevant features of the names (names) of exhibition projects. The research expands the understanding of modern discursive practices in the field of culture in general and exhibition activities in particular. Understanding the role of polycode texts in the promotion of exhibitions allows us to better understand the mechanisms of attracting audiences to cultural events. The results of the study can be useful for specialists in the field of marketing, advertising and PR, as well as for organizers of exhibitions and other cultural events