«Made in America» or national cultural code in advertising again
DOI:
https://doi.org/10.17308/lic/1680-5755/2023/3/32-40Keywords:
cultural code, sign, code, interpretation, sense, advertising, linguoculture, AmericansAbstract
The research reveals national cultural specificity of advertising from semiotic positions. The analysis of national cultural code in American advertisements of car manufacturers has been undertaken. The supertask of the article is to expand knowledge about sense interpretation of ad texts with consideration to the two-level structure of the advertising discourse that consists of the upper level codes and codes of the deep layer. As a system of axiological concepts of cultural personality encoded in the upper level codes serve as clues to senses of sensually perceived signs in their relation to an advertising product in the context of an advert. The following methods have been employed in the study: sense interpretation, contextual analysis, definitional analysis, linguaculturological commentary. The national code is looked upon as a complex of linguacultural signs and codes. It is used as a manipulative tool that affects intellect, mentality, emotions, intentions of an addressee. It fulfills a number of pragmatic functions: 1) discrediting competitors; 2) call for audience empathy; 3) embedding certain values in collective consciousness; 4) creating positive corporate image. National code is characterized with 1) emotivity; 2) suggestive force; 3) axiological sense; 4) interpretative potential; 5) synergetic effect.
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