THE TROPES OF THE MEDIA VISUAL TEXT

The paper examines the specifics of tropes of a mass-media visual text. In particularly it describes the mechanism of generation of visual tropes, identifying their types and determining the functional characteristics of tropes in a composite structure of the mass-media visual text. The study founds that the mechanism for generation of visual tropes is run after identifying clearly an idea of the text and its objectives at the planning phase of visual text when it becomes a symbios of image and word. At the third level of coding (the level of tropes) the mass-media visual texts generate syncretic codes that is due to structural and semantic proximity of visual and verbal tropes. This proximity allows us to speak about the tropes of a mass-media visual text in terms of linguistics: epithet, litotes, hyperbole, oxymoron, metaphor, comparison. It has been revealed that functional characteristic of the tropes is realized by the means of: meaning-making, composition, appraisive and communicative functions