Wizualno-słowna gra z odbiorcą: O perswazyjności plakatu słów kilka
A visual-verbal game with the receiver: A few words on the persuasive power of the poster

Summary/Abstract: Elwira Bolek’s research is focused on the persuasive power of the poster, i.e., on the possibleimpact of this artefact on the receiver and his cultural decisions. The aim of the article is to attemptto identify and describe the persuasive tools of posters and provide an answer to how a poster operates(or can operate) on the audience. In the conducted multimodal analyses, it is observed thatthe “understanding” of meanings created in poster worlds means noticing a whole network of intersemioticrelations and numerous signs, as well as textual, situational, and cultural contexts. Themeanings of posters constantly oscillate between referring to what is recognisable, known, familiar,sometimes even obvious, and the possibility of discovering new allusions. This leads to the conclusionthat metaphor, metonymy, symbol, and repetition refer the receiver to what is conventional andfamiliar, but also lean towards multiplication of meanings, stimulating the receiver’s mental effort,involving him receiver in the work of interpretation, and, as a result, strengthening the persuasivefunction of the posters as multimodal vehicles of messages.

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