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dc.contributor.authorЩербак, О. В.-
dc.contributor.authorЩербак, Е. В.-
dc.contributor.authorShcherbak, O. V.-
dc.date.accessioned2016-11-23T11:00:50Z-
dc.date.available2016-11-23T11:00:50Z-
dc.date.issued2016-
dc.identifier.citationЗаписки з українського мовознавства = Opera in linguistica ukrainianauk
dc.identifier.urihttp://dspace.onu.edu.ua:8080/handle/123456789/8943-
dc.description.abstractУ статті розглянуто рекламний дискурс із позицій лінгвосеміотики та зроблено спробу виявити в телепросторі українськомовної комерційної реклами актуальні семіотичні коди і їхні найпродуктивніші типи.uk
dc.description.abstractВ статье рассмотрен рекламный дискурс с позиций лингвосемиотики и сделана попытка выявить в телепространстве украиноязычной коммерческой рекламы актуальные семиотические коды и их наиболее продуктивные типы.uk
dc.description.abstractThe 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.uk
dc.language.isoukuk
dc.publisherОдеський національний університет імені І. І. Мечниковаuk
dc.relation.ispartofseries;№ 23-
dc.subjectрекламаuk
dc.subjectрекламний текстuk
dc.subjectрекламний дискурсuk
dc.subjectсеміотичний кодuk
dc.subjectслоганuk
dc.subjectрекламаuk
dc.subjectрекламный текстuk
dc.subjectрекламный дискурсuk
dc.subjectсемиотический кодuk
dc.subjectслоганuk
dc.subjectadvertisementuk
dc.subjectadvertising textuk
dc.subjectadvertising discourseuk
dc.subjectsemiotic codeuk
dc.subjectsloganuk
dc.titleПродуктивні типи семіотичних кодів в українській комерційній телерекламіuk
dc.title.alternativeПродуктивные типы семиотических кодов в украинской коммерческой телерекламеuk
dc.title.alternativeProductive types of semiotic codes in ukrainian commercial tv advertisinguk
dc.typeArticleuk
Appears in Collections:Записки з українського мовознавства

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