Advertising discourse as a form of communication: cultural code in the advertising space

  • Evgeniya V. Kuznetsova Institute of Philosophy, National Academy of Sciences of Belarus, 1 Surganava Street, 2 building, Minsk 220072, Belarus; Belarusian University of Culture and Arts, 17 Rabkarawskaya Street, Minsk 220007, Belarus https://orcid.org/0000-0003-2774-9858

Abstract

The article is devoted to the peculiarities of advertising communication as a specific form of communication, as well as the communicative space in which verbal manifestations of cultural code are realised. The author systematses the available research results of foreign and Russian-speaking scientists on this topic and identifies the features inherent in the communicative advertising discourse. The author pays special attention to the consideration of the linguistic features of advertising. The researcher identifies the manifestations of cultural code in the space of advertising discourse: variability, belonging to the mentality, and emotionality. In the context of the manifestation of cultural code in advertising dicource the author presents functions implemented by advertising communication. The advertising narrative of the Belarusian and Russian communicative space is used as empirical material for the paper. The results of the study can be presented in the study of the relevant problems of a theoretical and applied nature in the following areas of knowledge: cultural studies, sociology, linguistics, theory of advertising and marketing communication.

Author Biography

Evgeniya V. Kuznetsova, Institute of Philosophy, National Academy of Sciences of Belarus, 1 Surganava Street, 2 building, Minsk 220072, Belarus; Belarusian University of Culture and Arts, 17 Rabkarawskaya Street, Minsk 220007, Belarus

PhD (philosophy), docent; senior researcher at the department of globalisation, regionalisation and socio-cultural cooperation research, Institute of Philosophy, National Academy of Sciences of Belarus, and doctoral student at the department of cultural studies, faculty of cultural studies and socio-cultural activities, Belarusian University of Culture and Arts

 

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Published
2024-04-09
Keywords: advertising, communication, advertising communication, communicative space, advertising discourse, cultural code, mentality
How to Cite
Kuznetsova, E. V. (2024). Advertising discourse as a form of communication: cultural code in the advertising space. Human in the Socio-Cultural Dimension, 1, 49-56. Retrieved from https://journals.bsu.by/index.php/pitscd/article/view/5561
Issue
No 1 (2024): Human in the Socio-Cultural Dimension
Section
Cultural Industries