SEMIOTIČKA ANALIZA SUVREMENE RUSKE REKLAME
SEMIOTIC ANALYSIS OF CONTEMPORARY RUSSIAN ADVERTISEMENT

Summary/Abstract: With this paper I will try to contribute to the better understanding of contemporary Russian advertisement, which is not closely analyzed in our region. The modern era is characterized by omnipresent rule of images in which advertisement (which often includesan image), as seductive phenomenon of the globalized society, has an important role in everyday life of modern man. I analyze the advertisement from the semiotic aspect. Verbal, visual and auditive codes are typical for the style of advertisement, and the place of the visual code forms the basis of semiotic analysis. I discuss both denotative and connotative level, the importance of image, stereotypes and manipulation strategies. In a television commercialI also analyzed the auditive code. Mixing of different semiotic codes in the advertisement may result in transsemiotic intertextuality.

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