?
Репрезентация ценностей в рекламных креативах: исследовательские возможности методики семиотического квадрата А.-Ж. Греймаса
This article is devoted to the possibilities of semiotic analysis of the value aspects of advertising creatives. The main emphasis is placed on the study of the potential of the semiotic square of A.J. Greimas as a method of analyzing advertising materials. Despite its powerful analytical potential, this tool is rather poorly used in advertising research, in particular, its axiological aspect. The paper provides a comparative review of existing semiotic approaches (including an analysis of the works of Ch. Pierce, R. Barth, F. Saussure, etc.) and substantiates the advantage of the semiotic square for identifying the main semantic and value elements. The authors turn to the analysis of values in advertising, the peculiarities of their perception by the audience and broadcasting through advertising materials.
The possibilities and limitations of the Greimas method are demonstrated by analyzing promotional videos on the fast food market. The article examines in detail the case of one of the videos, which makes it possible to visually trace the algorithm for constructing semiotic squares, interpreting its elements, building relationships with each other and subsequent analysis. As a context for the axiological transformations of advertising, the authors turn to the situation of import substitution in the Russian fast food market, which made it possible to more accurately identify the specific changes accompanying the process of import substitution in advertising communication. The main conclusion of this work is the assessment of the semiotic square as an effective way not only to analyze the general semantic structure of advertising creatives, but also to consider the values and meanings contained in them, to analyze axiologically complex multilevel messages. The key limitations of the method are also identified (the subjectivity of identifying images and interpreting their connections, focusing on strictly defined semantic categories). The results of the study can be applied in the practice of semiotic analysis of advertising messages, as well as taken into account in the development of creative strategies.