РЕКЛАМНА СВІТЛИНА ЯК ЗАСІБ ПРОЕКТУВАННЯ СОЦІАЛЬНОЇ КОМУНІКАЦІЇ
Journal Title: World Science - Year 2018, Vol 5, Issue 2
Abstract
The article is devoted to actualization of scientific attention to the phenomenon of advertising picture in the system of social communication. Determine the special features and functions that characterize the advertising picture as a unique phenomenon of modern sociocultural space; the essence of the advertising picture as information-displaying process is revealed; the structure of communicative practice in the functioning of the phenomenon of advertising photo is investigated; а brief analysis of its semantic basis is conducted. The author formulates an important function of the advertising image – a function of manifestation and indicative of the creative thinking of the addressee. It is proved that the creation and perception of an advertising image is a process of supersensible, sensory and rational cognition by photographers and recipients. It is revealed that the communicative aspect of the advertising picture is based on the managerial nature. It is generalized that the semantics of the advertising image has a multicultural character - it іs a maxi-sign of society, a peculiar portrait of socio-cultural state.
Authors and Affiliations
Н. С. Удріс-Бородавко
Keywords
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