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The Discourse Construction of Possible Worlds in the Genre of Ecological Advertisements

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The article lays down the foundations of the theory of the discourse formation of the world which are then applied to the analysis of the discourse formation of possible worlds in ecological advertisements. The authors offer the definition of the discourse formation of the world and explain its difference from the alternative notion of the cognitive formation of the world. The discussion centers on several key aspects, including cognition, knowledge transfer and multimodal semiotic representations, as they function as part of the discourse world formation process. It is proved that in ecological advertisements possible worlds are formed both referentially and axiologically. Objects of possible worlds referentially refer explicitly or implicitly by the procedure of knowledge transfer to objects of the real world, and they axiologically expose social values embedded in multimodal discourse and employed to influence the addressee’s view of ecological issues. 

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