| Title of the article: |
Advertising communication as autopoetical symbolic system |
| Author(s): |
CHEREPAKHIN M. A. |
| Section: |
Philosophy and Culturology |
| Year: |
2014 |
| Issue: |
№1 (31) |
| Pages: |
75-82 |
| Index UDK: |
101.1+316.6 |
| Index BBK: |
60.56+76.006.5 |
| Abstract: |
The advertising communication is a very important element of communicative system. The advertising communication is constructed with the help of signs and symbols, as it goes with communication in general. These forms are the means of its significance fixation. It seems to be very important to understand the way of these symbolic forms appearance and existence. The advertising communication as communication in general has the dialectical quality of combining the features of open and closed systems. The advertising communication recreates its structures on the base of autopoetical principle: being a closed system, it reconstructs itself. This side of advertising communication is not researched in full, so the research of this feature of advertising communication seems to be very important. The encratic language of advertisement with the help of which the advertisement translates its discourses is very important. This language transmits the imperative discourses of the advertisement, as the result, the advertising communication receives the possibility to penetrate into the consciousness of the recipient. |
| Keywords: |
THE ADVERTISING COMMUNICATION, SELF-CONSTRUCTING, A SYMBOL, ENCRATICAL LANGUAGE, DISCOURS OF ADVERTISEMENT |
| Bibliography: |
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