CEU Electronic Theses and Dissertations, 2013
| Author | Minbaev, Alexander |
|---|---|
| Title | The Semiotics of Advertising in Post-Socialist Russia: Culturally Significant Meanings in Television Commercials during the Period of Transition and Globalization |
| Summary | This thesis aims to answer a research question of how television commercials appealed to Russian national identity using culturally significant meanings in post-socialist context. In order to do so the thesis examines television commercials adopting semiotic approach. Using of semiotics presupposes the analysis of advertisements as system of signs and as narratives. Commercials are analyzed within their historical context from the late 1980s to the early 2000s. Thesis focuses on the culturally significant meanings deployed in the television advertising through folklore, nostalgia, stereotypes and history in order to appeal to Russian national identity. Commercials chosen for semiotic analysis are taken from different periods of post-socialist Russian history and are examined as case studies, each of which appealing to Russianness using specific techniques, thus comprising a unique style of Russian advertising. Depending on a particular time period within the development of Russian post-socialist advertising, different methods were applied to appeal to potential consumers through exploitations of shared beliefs and values, including national identity that forms the continuous field within the frame of post-socialist advertising. Using semiotic tools from the studies of signs, such as binary opposition, the thesis examines commercials both interpretatively and within their historical context. |
| Supervisor | Siefert, Marsha; Szonyi Gyorgy Endre |
| Department | History MA |
| Full text | https://www.etd.ceu.edu/2013/minbaev_alexander.pdf |
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