Media advertising world-image: objects, subjects, attributes

Abstract

The article deals with theoretical methodological basis of media advertising world-image conception as a virtual model. Substantive basis for media advertising world-image is media advertising text, which appears to be a strictly formed structural-semantic unity of contained marketing and esthetical information directed to formation of the particular behavioral reaction. Pragmatic goal of advertising communication in the pure form is implemented in commercials. Other types of advertising (social, state, political) are a specific class of promotion objects of advertising communication and are based on the bipolar strategies of propaganda and counter-propaganda. The heterogeneity of the system object of the advertising media picture of the world leads to its fragmentation. Subject-object world of media advertising worldimage is a unique semiotic continuum where the sphere of advertised objects is closely connected with the subjective sphere while the latter is directed to the presentation of goods in the system of subject’s life values. Great number of various chronotopes aimed at the specific cultural sense expression can characterize media advertising world-image, reflecting complexity and variety of social, national, mental, ethic-esthetical relations. An object becomes primary in the media advertising world-image; it makes the space conception sensible as a place for an object and time conception as object’s feature. The modelling of space-time continuum is aimed at human’s triumph over the world of nature and objects in media advertising text. Time and space presents here a hyperreal and hyper subjective thing which can be controlled and made to work for you.