4th СTPE 2019 Fourth International Scientific Conference Communication Trends in the Post-literacy Era: Multilingualism, Multimodality, Multiculturalism Volume 2020 Conference Paper Communication Design of Indian Matrimonial Advertisements in the Sunday Times of India Elena Plakhina 1 and Irina Belyakova 2 1 Department of Journalism, Institute of Social Sciences and Humanities, University of Tyumen, Tyumen, Russia 2 Department of English Philology and Translation, Institute of Social Sciences and Humanities, University of Tyumen, Tyumen, Russia Abstract The study addresses graphic and verbal elements as part of the communication design of matrimonial advertising. Following European trends and rules of the press, the Sunday Times of India newspaper preserves the traditional features in its design for the matrimonial column. It is argued that its communication design is a mixture of two design styles: universal (easily interpreted by the wide audience) and specifically Indian. This is not a problem, since matrimonial advertisements are addressed only to in-group members. For them, the use of ethnic motives in the verbal and non-verbal components of matrimonial advertising is more appealing. Through the signs of the semiotic matrimonial code, they enter the general space of cultural communication. This evokes their trust to the verbal content, creates a comfortable atmosphere for dealing with such a delicate topic and increases the chances of successful engagement. The pragmatic significance of graphic design elements prevails over text ones. All graphic elements, ornaments, lines, linings, vignettes, frames, etc., serve to create a respectful image of the person placing the advertisement, the person on whose behalf the advertisement is placed, and the potential bride/groom. Respect and traditions are key elements of Indian culture and are reflected in the space of newspaper communication. Understanding the requirements for the publication of matrimonial advertisements reflects the social structure and the specifics of interpersonal relations between men and women, parents and children. The interpretation of both visual and verbal signs by outsiders is largely dependent on his/her experience of Indian culture. Keywords: communication design, matrimonial advertisements, Indian culture, graphic and verbal design elements 1. Introduction Communication design is the design of things that express information, data, emotions, culture and aesthetics. This is a social process that is embedded in the culture [1]. Possessing an array of basic and auxiliary graphic means, designers strive to create a special communication space that appeals to the audience for a specific purpose. How to cite this article: Elena Plakhina and Irina Belyakova, (2020), ``Communication Design of Indian Matrimonial Advertisements in the Sunday Times of India'' in Fourth International Scientific Conference Communication Trends in the Post-literacy Era: Multilingualism, Multimodality, Multiculturalism, KnE Social Sciences, pages 324--338. DOI 10.18502/kss.v4i2.6350 Page 324 Corresponding Author: Elena Plakhina plahina@mail.ru Received: 13 January 2020 Accepted: 22 January 2020 Published: 30 January 2020 Publishing services provided by Knowledge E Elena Plakhina and Irina Belyakova. This article is distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use and redistribution provided that the original author and source are credited. Selection and Peer-review under the responsibility of the 4th СTPE 2019 Conference Committee.