Semiotics of Advertising Communication in WEB 2.0 Network Social Services

The article is devoted to the study of semiotics in the advertising communication of web 2.0 network social services. The purpose of the article is to analyze the publications of various brands on social Internet services focused on communication with the consumer and the subsequent study of the features of the use of semiotics tools. The relevance of the article is due to the fact that the modern information society has increased interest in semiotic systems, including in the field of Internet communication. The modern vision of semiotics has gone beyond the traditional framework and defined it as part of global and local communication in web 2.0 social network services, not only between Internet users, but also in the areas of B2B and B2C. The study of the possibilities of semiotics in advertising communication on web 2.0 social platforms, using the example of search engine applications, the social network Instagram, and company sites, in this article is based on the works of R. Barthes, J. Baudrillard, Y. Lotman, and U. Eco. This material confirms our hypothesis that today, especially since the beginning of the pandemic, communication on web 2.0 services is not limited only to text with a picture/photos or videos, more and more often there are visualized scenes created with the help of graphic design with the use of symbols and iconic signs that are familiar to the consumer, which he easily decodes, since they are inscribed in his socio-cultural coordinate system. The innovation of the research is based on the fixation of modern criteria of advertising Internet communication: polycode, intertextuality and multimedia, used as a way of working with target audiences. The novelty of the material consists of the understanding that semiotics today is a new look not only at the branch of scientific knowledge, but also at the practical possibilities of sign systems in the digital age, when the sign becomes a part of the socio-cultural space, a trend of the global world, a tool for transmitting information, knowledge, positioning, a tool for manipulation, influence, and attracting attention. Thus, brands working with the audience in todays realities should take into account not only the product preferences of consumers, but also broadcast their social / civic activity.

New Media Advertising Communication Analysis Model Based on Extension Neural Network

In order to improve the effect of new media advertising communication analysis, this paper combines the scalable neural network to construct the new media advertising communication analysis model. Moreover, this paper analyzes in detail the basic theories of fuzzy neural network and extension evaluation, the structure design and learning algorithm, and classification of fuzzy neural network. In particular, this paper summarizes the optimization algorithms and methods of neural network structure. In addition, this paper improves the algorithm to meet the needs of new media advertising data analysis and builds an intelligent system framework. The experimental verification shows that the new media advertising communication analysis model based on the extension neural network proposed in this paper meets the new media advertising communication analysis effect.

Wooden Language - a Contemporary Tool in Political and Advertising Communication

Appeared with the totalitarian ideology, the wooden language remains a linguistic phenomenon frequently used in contemporary discourse. Used in contemporary thought circles, by advertisers, by communication agencies, by the media, by politicians, by polling institutes, etc., the wooden language pejoratively qualifies the discourse that contains it, provided that its specific structures be decrypted, as well as the intention of the issuer who wants to give the impression of authenticity, credibility and transparency. The issue of the use of wooden language in discourse presupposes a complex and transdisciplinary decryption process, which goes first through the identification of the means and procedures of realization, then through the identification of the functions that these linguistic structures hold at the level of discourse.

The Genesis of Advertising Communication in the Republic of Belarus: The Ontological Status

The paper presents the research based on the Belarus’s archival materials to trace the genesis of advertising communication starting from the 10th century to present-day Republic of Belarus. The work reveals that the formation and development of advertising communication evolved on the basis of European-wide traditions, but had a number of specific peculiarities. If the technological factor prevails to the forms of advertising communication and ways to reach the target audience, the social political factor has predetermined the content and role of advertising in modern Belarusian society: in the absence of a sovereign state and profound territorial fragmentation, advertising activities in Belarus appeared as a result of the manufacturers’ needs to promote their goods and services. The specifics of advertising communication in the Republic of Belarus are manifested in the slower rate of development progress in comparison to the European level and in the high sensitivity to the political context.

Evolution of the Video Game Market

The videogame industry had evolved since its initial appearance, and along with it, so has target market. This study attempts to analyse the trends throughout the years through observation of marketing materials such as printed and video advertisement commercials. The analysis is done by applying standard practice values employed in advertising communication on chosen samples of said commercial ads from each era of video game history.

Knowledge in Images and Sounds: Informative, Narrative and Aesthetic Analysis of the Video for MOOC

The virtual courses developed by higher education institutions incorporate the video format as one of the most used resources in the delivery of their online training offer. Within the different types of audiovisual productions found in MOOCs, the introductory or presentation video of the courses has become an illustrative piece of the new edu-communicative context of distance education, when articulating, in the same work, informative, didactic, and advertising content. The objective of this research work is to study the triple communicative nature of this innovative format following a specific methodology of audiovisual textual analysis. For this, 420 videos of this type of promotional video, belonging to 105 universities and educational centres that have developed MOOC courses for the Miríadax platform, are analysed. After checking the results of the formal characteristics, content structures, discursive techniques, and audiovisual language components of the videos, it is concluded that they are mostly pieces linked to the staging style of the classroom, but that, by enriching the visual appearance of a master lesson with audiovisual resources, take advantage of the narrative, aesthetic, and creative potential of audiovisual and advertising communication to capture the attention of the student-spectator, inform about the characteristics of the courses, offer valuable educational content, and generate an image of the brand for the institution responsible for producing the course.

Absurd in the Function of Postmodern Visual Communications in Bosnia and Herzegovina

This paper should offer an insight into the issue of the correlation of visual communications today and the principles that are given. The avant-garde way of shaping the visual content in the field of applied arts has not bypassed Bosnia and Herzegovina either. Shock, absurdity, and cognitive dissonance as techniques of advertising communication use the intensity of experience, mental imbalance, and the ability to read and understand the visual message as a powerful means of media manipulation. Revolt, defiance, a different view of the world create a simulacrum of new consumer values, leading the observer to identify with the artistic content.