Short cuts: Anthropological study of contemporary comercials Cover Image

Kratki rezovi: antropološko proučavanje savremene reklame
Short cuts: Anthropological study of contemporary comercials

Author(s): Ivan Kovačević, Ljubica Milosavljević
Subject(s): Anthropology, Media studies, Semiology, Film / Cinema / Cinematography, Marketing / Advertising
Published by: Филозофски факултет, Универзитет у Београду
Keywords: anthropology; Serbia; commercials; system of values; semilogy of commercials; semiology of film;

Summary/Abstract: The anthropological study of commercials is based on the meaning of the entire content of the commercial, in order to contextualize the time and space in which the commercial is made and used. On the basis of this analytical step it can be determined which values the commercial contains and what its relationship to the value system in its surroundings is. The analytical steps of the semiology of commercials, as the most important methodological approach in the anthropological analysis of commercials, is generated from the general semiological approach but can also be “borrowed” from the semiology of visual images, especially the semiology of film.

  • Issue Year: 9/2014
  • Issue No: 2
  • Page Range: 435-462
  • Page Count: 28
  • Language: Serbian