Semiotics of advertisment

Аlla Lytvynenko; Olha Zavіalova; Mariya Kalashnyk; Natalia Varadi; Olena Enska

doi:10.34069/AI/2022.54.06.35

Аlla Lytvynenko Poltava National Pedagogical University named after VG Korolenko, Poltava, Ukraine. https://orcid.org/0000-0002-8572-4774
Olha Zavіalova Sumy State Pedagogical University named after A.S. Makarenko, Sumy, Ukraine. https://orcid.org/0000-0002-9483-5871
Mariya Kalashnyk H.S. Skovoroda Kharkiv National Pedagogical University, Kharkiv, Ukraine. https://orcid.org/0000-0002-6432-2776
Natalia Varadi Ferenc Rakoczi II Transcarpathian Hungarian College of Higher Education, Berehove, Ukraine. https://orcid.org/0000-0003-4175-4928
Olena Enska Sumy State Pedagogical University named after A.S. Makarenko, Sumy, Ukraine. https://orcid.org/0000-0001-8860-3495

DOI: https://doi.org/10.34069/AI/2022.54.06.35

Keywords: advertising, semiotics, semantics, culture of postmodernism, modeling of consciousness.

Abstract

The purpose of the article is to clarify the main trends in modern research on the semiotics of advertising. The peculiarities of semiotic models of modern media advertising as a kind of visualized marketing communication are highlighted and the prospects of formation of semiotics of advertising as an autonomous direction in the stream of semiotics as a general discipline are determined. Modern advertising is interpreted as an artifact of mass culture. It is a cultural product of the postmodern aesthetics, which is special in terms of semantics and semiotics. The article proposes to consider it as a separate direction in the context of semiotics as a science. The presented research is mostly theoretical and generalizing.

The authors used the logical method of integrative cognition to analyze the approaches to interpreting the semiotics in the advertisement field and the descriptive analysis to show how signs transformation influences on the final perception of advertising text. The main thesis of the article is the need to consider the semiotics of advertising as an excellent signing system.

Downloads

Download data is not yet available.

Author Biographies

Аlla Lytvynenko, Poltava National Pedagogical University named after VG Korolenko, Poltava, Ukraine.

Department of Cultural Studies, Poltava National Pedagogical University named after VG Korolenko, Poltava, Ukraine.

Olha Zavіalova, Sumy State Pedagogical University named after A.S. Makarenko, Sumy, Ukraine.

Fine Arts, Musicology and Culturology Department, Sumy State Pedagogical University named after A.S. Makarenko, Sumy, Ukraine.

Mariya Kalashnyk, H.S. Skovoroda Kharkiv National Pedagogical University, Kharkiv, Ukraine.

Department of Musical and Instrumental Teacher Training, H.S. Skovoroda Kharkiv National Pedagogical University, Kharkiv, Ukraine.

Natalia Varadi, Ferenc Rakoczi II Transcarpathian Hungarian College of Higher Education, Berehove, Ukraine.

Department of History and Social Science, Ferenc Rakoczi II Transcarpathian Hungarian College of Higher Education, Berehove, Ukraine.

Olena Enska, Sumy State Pedagogical University named after A.S. Makarenko, Sumy, Ukraine.

Department of Arts, Musicology and Cultural Studies Sumy State Pedagogical University named after A.S. Makarenko, Sumy, Ukraine.

References

Akayomova, A. V. (2011). Semiotics model of advertising communication. "Gilea: scientific bulletin": a collection of scientific papers [«Hileia: naukovyi visnyk»: zbirnyk naukovykh prats], 45 (3), 593–599. Retrieved from: http://gileya.org/download.php?id=61

Babushka, L. D. (2018). Semiotics of communication in practices of designing festive culture. Issues of cultural studies [Pytannia kulturolohii], 4, 160–170. doi: https://doi.org/10.31866/2410-1311.34.2018.154064

Britannica. (2020). Semiotics. Encyclopedia Britannica. Retrieved from: https://www.britannica.com/science/semiotics

Clark, C. D. (2019). All together now. Rutgers University Press. Retrieved from: https://www.rutgersuniversitypress.org/all-together-now/9781978802018

Compagno, D. (2021). Review of Umberto Eco in his own words. Semiotica, 279–289. Doi: https://doi.org/10.1515/sem-2018-0142

Dwita, V. (2018). A review of semiotics in advertising and consumers' attitude in the Indonesian consumer market. AEBMR-Advances in Economics Business and Management Research, 57, 133-137

Kourdis, E. (2018). Subtitling and commentary in the service of a myth the semiotics of French advertising spots for care on Greek television. Forum-revue internationale d interpretation et de traduction-international journal of interpretation and translation, 16(2), 303-323, doi: https://doi.org/10.1075/forum.16006.kou

Lelićanin, M. K., & Šošić, B. R. (2021). Metamodernism and Language: Pandemic Era Advertising. Etnoantropološki problemi/Issues in Ethnology and Anthropology, 16(4), 1101–1122, doi: https://doi.org/10.21301/eap.v16i4.5

Safavi, S. (2021). Buhler's organon model of communication: a semiotic analysis of advertising slogans. Semiotica, 242, 229-239, doi: https://doi.org/10.1515/sem-2018-0028

Solík, M. (2014). Semiotic approach to analysis of advertising. European Journal of Science and Theology, 10(1), 207–217.