PRODUCTIVE TYPES OF SEMIOTIC CODES IN UKRAINIAN COMMERCIAL TV ADVERTISING
Journal Title: Записки з українського мовознавства - Year 2016, Vol 0, Issue 23
Abstract
The article deals with the identification of semіotic codes in Ukrainian commercial television advertising. The author writes that today lingvosemiotic study are popular. Domestic and foreign scholars pay attention to the coded expression of advertising content, because advertising is a message from a combination of speech codes and other semiotic systems. The research in this area has to date, because most modern scholars explore the lingvosemiotiсs only of print advertising. TV advertising remains outside of their attention, because there are the most complex semiotic phenomenon. The study was conducted on the material of 30 videos Ukrainian commercial television commercials that aired during the period from January to March this year. The code is an interdisciplinary concept. The article presents the different definitions of this term. However, the author believes that for effective lingvosemiotic analysis of advertising should operate the definition by L. Chertov. In his view, the code is a set of characters that together. This we see in commercials. But the basis for the our lingvosemiotic analysis was the classification by the Russian scientist V. Stepanov, in which seven types of codes is presented. We also found in commercial television advertising, seven types of codes and their respective representative examples of both verbal and non-verbal nature. According to the quantitative analysis, we found that the most productive types have communication, rhetoric, visual, music, text codes. Less frequency of use have cultural and ideological codes.
Authors and Affiliations
O. V. Shcherbak
Keywords
Related Articles
- EP ID EP385648
- DOI -
- Views 112
- Downloads 0
PRINCIPLES OF TEXT-MAKING OF A POLITICAL PROGRAM AS A SPEECH GENRE OF POLITICAL DISCOURSE
The article is devoted to the analysis of the political program as one of the language genres of Ukrainian political discourse. The purpose of the paper is to study the specifics of a political program as a speech genre...
KEY WORDS OF ADVERTISING TEXTS AS CONCENTRATES OF SUGGESTIVE POTENTIAL OF LANGUAGE
The article is devoted to the analysis of keywords, isolated from the texts of commercial advertising including advertising slogans, which are enriched by the suggestive effect and neuro-linguistic influential potential....
DISPLAYING THE CONCEPT OF «SLUZHBA» IN THE MINDS OF CIVIL SERVANTS
On the basis of a free associative experiment, the features of the verbalization of the concept of «sluzhba» in the minds of public servants and library workers with different levels of education are elucidated. The main...
THE INTERACTION BETWEEN THE DOUBLE PROPERLY-PREDICATIVE SYNTACTIC CONNECTION AND THE OTHER TYPES
The paper deals with the clearing up of the modifications of sentences that grounded on the double proper-predicative syntactic connection. The purpose of the analysis is to find out the arrangement of the double proper-...
THE FEATURES THE CENTRAL PART OF NOUNS IN KOSIV TOWN
The article is dedicated to the research of the frequently used male names, which had functioned in the anthroponomical system of the town of Kosiv the Ivano-Frankivsk region from 1880 till 1950. The material collected b...