Advertising as a tool for the formation of a global cognitive space

Abstract

The notion of cognitive space is associated with the notions of axiological and topical spaces, while the notion of concept — with those of value and topos. However, the category of topos has not received adequate attention in modern research, without which, it seems impossible to fully describe the mechanisms of cognitive-communicative influence on consciousness, as well as the issues of concept dynamics. The purpose of the article is to consider the relationship of the above categories and to reveal the mechanisms of the cognitive-communicative impact of mass advertising on the example of advertising slogans. Based on the comparison of definitions of value, concept and topos and the consideration of the role of topos in culture, it is shown that a change in traditional cultural topos can change the volume and content of the concept and accordingly lead to the formation of a new value, a new cognitive space. The article also covers the issues of mass advertising topos, reveals the topical role of the slogan, shows that the slogan represents value concept or appeals to it, creating a stable association between brand and value — new topos. The presence of a new topos in the communicative space can result in replacing concept’s scope with a brand idea. Thus, advertising introduces brands to the category of intangible values and creates a cultural space of a consumer society.