Two-dimensional perfume shopwindow advertisement with three axes: multimodal cohesion aspect

Yevhenia Nikiforova; Olena Popivniak; Elizaveta Galitska

doi:10.17721/APULTP.2026.52.90-111

Authors

Yevhenia Nikiforova Taras Shevchenko National University of Kyiv Author
Olena Popivniak Taras Shevchenko National University of Kyiv Author
Elizaveta Galitska Kyiv Gymnasium №86 "Consul" Author

DOI:

https://doi.org/10.17721/APULTP.2026.52.90-111

Keywords:

multimodality, cohesion, advertisement, threefold unit, verbal mode, visual mode, axes of symmetry.

Abstract

The article describes the peculiarities of verbal and visual semiotic modes in terms of their cohesion within the same perfume advertisement. The advertisement is placed in a shopwindow, which makes it two-dimensional, flat, or planimetric. The visual and verbal semiotic spaces are combined within a multipanel advertisement consisting of two independent threefold units. Each unit, in turn, consists of three sub-units, namely panel boards. The whole shopwindow advertisement contains three axes of symmetry. The central external axis of symmetry divides the entire sixfold shopwindow advertisement into two wings, each of which consists of one threefold unit. Both threefold units share a common structure. The lateral internal axis of symmetry divides the central panel board of each threefold unit into equal parts. The presence of these three axes makes the whole shopwindow advertisement a stable and flexible bearer of verbal and visual information. The verbal semiotic mode is structured around a set of functional blocks, including the full naming complex, the placard poster, the flask label, the logo, and the accessory. All functional blocks contain a variable set of names. There are four such names: the brand name, the individual name, the genitive product name, and additional information. The cohesion of the perfume advertisement is achieved through the reiteration of verbal components, visual components, and their reciprocal reiteration across the visual and verbal semiotic modes. Reiteration is divided into two classes. The first class of reiteration occurs within the same threefold unit. In this case, reiteration crosses the internal lateral axis. The second class of reiteration takes place between the two threefold units, crossing the external central axis.

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