OPERATION DYNAMICS OF SEMIOTIC CODES IN UKRAINIAN COMMERCIAL TV ADVERTISING

Abstract

The article deals with the identification of semiotic codes in Ukrainian commercial television advertising. The article presents the different definitions of this term. However, the author believes that 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. 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.

Keywords

• реклама
• рекламний дискурс
• семіотичний код