ABOUT APPROACHES AND METHODS OF RESEARCH OF BODY AS VISUAL CHARACTER IN ADVERTISEMENT TEXT
A “visual turn” in the culture defined prevailing of visual characters in advertisement discourse. The body of man becomes one of the often used visual signs in advertisement discourse. In the article approaches and methods of research of body are considered as visual character in an advertisement. As basic methods an interview and focus are distinguished is a group, and also semiotic, structural and method of discursive interpretation. By adequate philosophical approach in the study of body a phenomenological hermeneutics can come forward in an advertisement. The phenomenological approach allows to explain the perception of the consumer of media images. The use of the hermeneutic approach will allow you to create a holistic interpretation of the corporeal image in advertising and to reach the understanding of modern models of reality with its system of values.
Keywords: body, advertisement, visual sociology, phenomenological hermeneutics
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Issue: 5, 2015
Series of issue: Issue 5
Rubric: PROBLEMS OF SOCIAL AND CULTURAL DYNAMICS
Pages: 196 — 199
Downloads: 841