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HOW TO SHOW A MEDICATION? MEDICATION PACKAGING AS VISUAL PLANES

Summary/Abstract: Public space ever more often makes use of multimodal texts, combining linguistic and graphicpictureelements. The present article constitutes an attempt to present a linguistic analysis ofmultimodal texts based on the example of medication packaging. The research corpus consistsof 50 medicine packages of nonprescription pain-relieving medications available in Poland,hence those whose purchase is independently decided upon by a customer. The economizationof perception as well as the willingness to present a particular medicament in an attractive formfor the recipient makes medicine packaging continually evolve, combining linguistic and pictureelements. Simultaneously, those packages remain a unity which is coherent in functional, structuraland semantic terms and that, in turn, entitles them to be treated in as semiotically arranged visualplanes.

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