Multimodal means representing Boris Johnson on social media as a charismatic leader
Subliminal potential of multimodal visual pictographic means aimed at creating a charismatic image of a public person. A set of verbal and visual-graphical means, whose interaction is aimed at triggering cognitive processes in the recipient's mind.
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The bisociation theory is employed to establish degrees of creativity of the sample campaign still visuals. The findings can be relevant for the investigation of elements of play in various types of multimodal texts functioning in visual communication.
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