PRODUCTIVE TYPES OF SEMIOTIC CODES IN UKRAINIAN COMMERCIAL TV ADVERTISING

Abstract

The 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.

Keywords

• реклама
• рекламний текст
• рекламний дискурс
• семіотичний код
• слоган