Semiotics of advertising during the covid-19 pandemic
Тип публікації :
Магістерська робота
Дата випуску :
2021
Автор(и) :
Prochai Myroslava
Мова основного тексту :
Англійська
eKNUTSHIR URL :
Цитування :
[APA 7] Prochai, M. (2021). Semiotics of advertising during the covid-19 pandemic [Master's thesis, Київський національний університет імені Тараса Шевченка]. eKNUTSHIR. https://ir.library.knu.ua/handle/123456789/6836
[ДСТУ] Prochai M. Semiotics of advertising during the covid-19 pandemic : кваліфікаційна робота магістра : 03 Гуманітарні науки. Kyiv, 2021. URL: https://ir.library.knu.ua/handle/123456789/6836 (date of access: 25.07.2026).
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.
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.
Галузі знань та спеціальності :
03 Гуманітарні науки
035 Філологія
Файл(и) :![Ескіз]()
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Формат :
Adobe PDF
Розмір :
1.83 MB
Контрольна сума :
(MD5):c26a8d980b711b34eabbe625cb8d7764
Якщо не вказано інше, ця робота розповсюджується на умовах ліцензії Creative Commons Attribution-NonCommercial 4.0 International