Institute of Philology of the Siberian Branch of Russian Academy of Sciences
ISSN 2307–1753 [16+]
Founder — Institute of Philology, SB RAS
Critique and Semiotics
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for specialists in philology and semiotics
DOI: 10.25205/2307-1737
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Article

Name: Precedentness as a mean of effective communication in advertising

Authors: I.V. Vysotskaya

Novosibirsk State University

Issue 20, 2014Pages 125-137
UDK: 81.42 + 339.138DOI:

Abstract: The article describes precedent phenomena in contemporary Russian advertising as a means of realizing the need for recognition, providing the efficiency of mass communication. Meanwhile advertising is understood as a process of social interaction of addresser and addressee of advertising works. The author analyzes creolized and television advertising. Precedent phenomena are associated with ver-bal, visual and audio components of the advertising. Cases of transformation of precedent slogan, direct and indirect citation of precedent texts, direct and trans-formed precedent picture and sound reproduction are noted. The article provides ex-amples of stylization and parody, as well as imitation of well known genre forms: children's rhymes, jokes, lessons, etc. Typical sources of a precedent for modern Russian advertising are works of classical Russian and Soviet literature, Russian folklore, the Soviet cinema.

Keywords: precedentness, dicode text, polikode text, stylization

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