Graphic and stylistic features of the signage text of the regional center (based on the outdoor advertising of Kaliningrad)

The article is devoted to the study of graphic and stylistic features of the text of urban signage based on the outdoor advertising of Kaliningrad as a regional center with a unique historical and cultural identity. The subject of the research is the creolized texts of outdoor advertising, which represent the unity of verbal and non-verbal components functioning in the urban linguistic landscape. The paper analyzes font solutions, stylistic and compositional characteristics of signage in the context of the theory of local text and the semiotics of the place. Special attention is paid to the analysis of the synsemantic relations between the textual and pictorial parts of the signboard, which affect the perception and interpretation of the advertising message of the addressee. The study demonstrates that the graphic and stylistic features of signage reflect regional identity, language policy, and socio-cultural characteristics of urban space.

The results of the analysis make it possible to identify patterns of the use of graphic and stylistic techniques in the formation of a unified urban visual and communicative space, to determine the specifics of locally labeled elements in the representation of regional identity, as well as to establish the influence of graphic and stylistic solutions on the effectiveness of advertising impact on the target audience.

The work is of interest to specialists in the fields of linguistics, semiotics, cultural studies, graphic design and marketing.

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