Semiotics of Social Advertising: Universal and Ethnic

 

For citation: Shlyakhova S.S., Glazunova A.S. (2016) Semiotika sotsial'noy reklamy: universal'noe i etnicheskoe [Semiotics of Social Advertising: Universal and Ethnic]. Mediaskop 4. Available at: http://www.mediascope.ru/2213

 

© Svetlana S. Shlyakhova

PhD, the Head of the Chair of Foreign Languages and PR at the State National Research Polytechnical University of Perm (Perm, Russia), shlyahova@mail.ru

© Anna S. Glazunova

Master student at the State National Research Polytechnical University of Perm (Perm, Russia), annaglaz@yandex.ru

 

 

Abstract

The article is dedicated to the cultural specifics of social video advertising. Material of the study was 6 videos. Manufacturers – Russia, Finland, Australia and Belgium. The research material was divided into 3 blocks: the anti-alcohol advertising; advertising the need to fasten the seatbelts; is excess of speed. In each block were analyzed on two videos: Russian and English. The semiotic analysis revealed that the Russian advertising often uses mythologizing and allegory. The English-language advertising is more informative, while in Russia it is usually a method of intimidation (Shock advertising). In Russian social videos music is an essential tool for conveying the meaning of the. But in foreign videos it sometimes doesn't convey necessary information. In the foreign and Russian advertising is dominated by universal signs and symbols. In the West the more is the frequency of household and ethnic symbols, and in Russian – traditional mythological codes, including those from foreign culture.

Keywords: semiotics, intercultural communication, social video advertising, communication strategy, shock advertising.

 

Notes

Tressider D. Slovar' simvolov [The Dictionary of Symbols]. In: Biblioteka Gumer. Available at: http://www.gumer.info/bibliotek_Buks/Culture/JekTresidder/index.php (aссessed: 25.04.2016).

Slovar' simvolov [The Dictionary of Symbols] In: Slovari i entsiklopedii [Dictionaries and Encyclopedias]. Available at: http://gufo.me/sim_a (aссessed: 25.04.2016).

Levkievskaja E.E. (2004) Muzykal'nye instrumenty [Musical Instruments]. In: Slavyanskie drevnosti: Etnolingvisticheskiy slovar': v 5 t. [Slavic Antiquities: Ethnolinguistic Dictionary: in 5 vol.].

Institut slavyanovedeniya RAN [The Institute of Slavic studies Russian Academy of Sciences.]. Moscow: Mezhdunarodnye otnoshenija Publ., vol. 3, pp. 324−327.

Simvolika cveta [The Symbolism of Color] In: Simvolizm [Symbolism]. Available at: http://www.symbolizm.ru/index.php/simvolizm-tsveta/237-colorsymbolizm (aссessed: 25.04.2016).

Menar R. Mify Drevnej Grecii v iskusstve [Myths of Ancient Greece in Art]. Available at: http://zaumnik.ru/mifologija/aid-bog-carstva-mertvykh.html (aссessed: 25.04.2016).

Entsiklopediya simvoliki i geral'diki [The Encyclopedia of Symbols and Heraldry]. Available at: http://www.symbolarium.ru/index.php/%D0%9A%D1%83%D0%BA%D0%BB%D0%B0 (aссessed: 25.04.2016).

Vneshnie priznaki alkogolizma [The Outward Signs of Alcoholism]. Available at: http://zavisimost03.ru/alkogolnaya-zavisimost/priznaki/vneshnie-priznaki-alkogolizma/ (aссessed: 25.04.2016).

Danilina N. (2009) Shokovaya terapiya GIBDD GIBDD [Shock Therapy GIBDD].

DV-Reclama.ru, 19 Fevr. Available at: http://www.dv-reclama.ru/russia/articles/10253/samaya_zhestkaya_sotsialnaya_reklama_propaganda_bezopasnosti_dorozhnogo_dvizheniya_pristegnites_ili_/ (aссessed: 05.07.2016).

 

 

References

Bart R.(1989) Ritorika obraza [Rhetoric of the Image]. In: Bart R. Izbrannye raboty. Semiotika. Poetika [Selected Works. Semiotics. Poetics]. Moscow: Progress Publ., рр. 297−318.

Barthes R. (1990) Rhetoric des Bildes.In: Barthes R. Der entgegenkommende und der stumpfe Sinn - Kritische Essays III. Suhrkamp. Frankfurt/M.: Suhrkamp Verlag, pр. 28−46.

Bove K.A. (1995) Sovremennaja reklama [Modern Advertising]. Moscow: Dovgan' Publ.

Eko U. Otsutstvuyushchaya struktura. Vvedenie v semiologiyu [Absent Structure. Introduction to Semiology]. St. Petersburg: Petropolis Publ., 1998.

Elina E.A. (2009) Semiotika reklamy [Semiotics of Advertising]. Moscow: Dashkov i Ko Publ. Available at: http://www.libma.ru/delovaja_literatura/semiotika_reklamy/index.php (aссessed: 25.10.2015).

Hrolenko A.T. (1992) Semantika fol'klornogo slova [The Semantics of the Folklore of the Word]. Voronezh: Voronezh St. Univ. Publ.

Kiryushina T. (1989) Traditsionnaya russkaya instrumental'naya kul'tura (lektsii) [Russian Traditional Instrumental Culture (Lectures)]. Moscow: Russian Academy of Music Gnesin Publ.

Kovalev G.F. (2000) Rol' onomastiki i etimologii v izuchenii slavyanskikh narodov i ikh yazykov [The Role of Onomastics and Etymology in the Study of Slavic Peoples and Their Languages]. In: Russkiy yazyk vchera, segodnya, zavtra [Russian Language Yesterday, Today and Tomorrow]. Voronezh: Voronezh St. Univ. Publ., pp. 85−88.

Lisitsyna T.A. (1995) Obrazy smerti v russkoy kul'ture: lingvistika, poetika, filosofiya [Images of Death in Russian Culture: Linguistics, Poetics, Philosophy]. In: Figury Tanatosa. Filosofskiy al'manakh. Pyatyy spetsial'nyy vypusk [The Figure of Thanatos. Philosophical Almanac. The Fifth Special Issue]. St. Petersburg. Available at: http://tzone.kulichki.com/religion/tanatos/death.html (aссessed: 25.04.2016).

Morozova I. (2002) Reklamnyy stalker. Teoriya i praktika strukturnogo analiza reklamnogo prostranstva [Advertising Stalker. Theory and Practice Structural Analysis of Advertising Space]. Moscow: Gella-print Publ.

Pirogova Y. K., Parshin P. B. (eds.) (2000) Reklamnyy tekst: semiotika i lingvistika [Advertising Text: Semiotics and Linguistics]. Moscow: Grebennikova Publ.

Shinkarenko E.A. Deyatel'nost' reklamista po sozdaniyu obrazov v rossiyskoy televizionnoy reklame: sotsiologicheskiy analiz: diss. … kand. sotsiol. nauk [The activities of the advertiser to create images in the Russian television advertising: a sociological analysis. PhD thesis sociol. sci. diss.]. Nizhnij Novgorod, 2009.

Shomova S.A. (2011) Shokovye tekhnologii sovremennoy reklamy [Shock Technology of Modern Advertising]. Mediaskop 4. Available at: http://mediascope.ru/node/946 (aссessed 05.07.2016).

Skopin A.A. (2009) Razrabotka i tekhnologii proizvodstva reklamnogo produkta [Development and Production Technology of Advertising Product]. Yaroslavl': Remder Publ.

Toporov V.N. (1995) Mif. Ritual. Simvol. Obraz. Issledovaniya v oblasti mifopoeticheskogo.

[Myth. Ritual. Symbol. Image. Research in the Field of Mythopoetic]. Moscow: Progress-Kul'tura Publ.

Torichko R.A. Reklama kak mifologicheskaya kommunikativnaya sistema: avtoref. diss. … kand. filol. nauk. [Advertising as a mythological communication system: PhD thesis philol. sci. diss.]. Barnaul, 2001.

Ul'yanovskiy A.P. (1995) Mifodizajn reklamy [Mythological Advertising Design]. St. Petersburg: Institute of personality Publ.