Semiotics of advertising during the covid-19 pandemic

Prochai M. Semiotics of advertising during the covid-19 pandemic : master’s paper : 035 Philology / Prochai Myroslava. - Kyiv, 2021. - 94 р.

The aim of the paper is to analyze the advertisements and PSAs related to the COVID-19 pandemic using semiotic approaches.
The object of research is advertising during the COVID-19 pandemic. The subject is the semio-narrative structure and multimodality of advertisements, commercials and PSAs related to COVID-19.
The research methodology includes the semiotic approaches (structural and social), Multimodal Discourse Analysis and Critical Discourse Analysis.
The novelty of the paper lies in the fact that it is the first attempt for an in-depth semiotic analysis of COVID-related advertising. The research outlines the main discourses of the COVID-19 pandemic as reflected in advertising of this period. The advertisements and PSAs connected to the discourse of the pandemic are interpreted in terms of the structural and social semiotic approaches for the first time. The semio-narrative structures in COVID-related commercials are interpreted. The place of the COVID-19 discourse in brands’ narratives is identified. An attempt is made to reveal how the underlying brand values reflected in advertising are reconciled with the values dictated by the COVID-19 discourse.