Exhibition poster as a polycode text: techniques of verbal and visual persuasion
Journal: Communication Studies
Year: 2025

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