Structural description of the language of advertising

Abstract

The main principle of the structural description of the language of advertising is treating an advertisement as a single sign that denotes a certain advertising concept and consists of structural components belonging to different semiotic systems. Common semantic kernel called archiseme occurs as a result of the interaction of semantic fields and the elements comprising the structure of the advertisement. The archiseme reflects the main image concept of a product or producing company.

Keywords

• реклама
• рекламное сообщение
• структурализм
• структура
• семиотика
• семантика
• архисема