Hypertextual structure and printed advertising text

In this paper the author singles out the printed advertising text with concentration on the process of its generation and perception. The study examines changes in the traditional composition of the printed advertisement and the employment of non-verbal semiotic systems which break its linearity. As a result the text acquires some features of printed hypertext, which allows the reader to perceive the text in any order. Thus, keeping and directing the reader's attention the advertiser may enhance its implicit persuasion.