EN
Images as constituents multimodal texts are in linguistics treated as peripheral elements. Nowadays, however, printed and digital text of commercial nature not only constantly use language and images to shape their messages and to persuade but also combine these two semiotic codes to form one whole. A linguistic analysis of any multimodal text has to consider the functional, structural and argumentative combination of language and image. Therefore the author of the paper suggests to conduct linguistic analyses of multimodal texts within the framework of “linguistics of image” focused on speech actions. As the formal fields of research of the linguistics of image the author proposes and presents: text structure, iconicity in language and typography while the addressed issues, the substantial aspects, should be: the image-based nature of metaphors, phraseologisms and figurative speech, as well as remotivation of image-evoking word combinations, and the language-image correlation. The combination of both aspects, formal and substantial, of text linguistics is presented on the bases of text design.