RECEPTIVE EXPERIMENT AS A METHOD OF ESTIMATION OF THE IMPACT OF HETEROGENEOUS COMPONENTS OF POLYMODAL TEXT (ON THE EXAMPLE OF ADVERTISING ROLLERS OF CHILDREN''S GOODS)
The article is a receptive study that reflects the perception of the polymodal text of advertising videos of children's products by target and non-target audience (parents and people who do not have children). When the heterogeneous parts of the video are perceived (sound and video), a positive evaluation of the advertising clip by the recipients is observed, which means that verbal and nonverbal parts separately have a great influence on the recipients. The perception of rational information is possible only with one of the components - verbal or visual.