UDC

82’06

Authors

Anna V. Lyulikova
Humanities and Teacher Training Academy (Branch) in Yalta, V.I. Vernadsky Crimean Federal University;
ul. Sevastopol’skaya 2, Yalta, 298635, Respublika Krym, Russian Federation;
e-mail: lulav06@mail.ru

Abstract

This article deals with the role of advertising in structuring the artistic world of 21st-century fiction. The relevance of this study is determined by the important role of advertising in contemporary cultural space. The research aimed to reveal the functional and poetological characteristics of advertising topos in iconic works by Frédéric Beigbeder, Viktor Yeliseyev, Ilya Stogov, and Sergei Minayev. Within the cultural and discourse approaches, advertising topos is considered as one of the parameters of artistic reflection. The research found that advertising inclusions act as cultural and aesthetic images of the historical period and bring the artistic reality up to date. Advertising topos constructs an ideological and artistic space where primary importance is attached to the reflection of the reader, whose consciousness produces a whole range of associative meanings connected with a certain advertising image. Elimination of the marketing function of the advertising text indicates a restructuring of the advertising image in fiction. Advertising topos structures such a form of world order which in its existential and artistic parameters is similar to the dystopic model, characterized by irrationality and absurdity of existence. Taking into account that artistic discourse is structured in accordance with the reader’s understanding of advertising as an important component of modern information and cultural space, the article reveals that functional features of advertising images correlate with the reader’s reception and are determined by their aesthetic significance.

Keywords

advertising topos, advertising text, advertising image, artistic discourse, reader’s reception

References

1. Kuz’menkov A. Dukhless: vtoroe prishestvie. Sergey Minaev. Dukhless 21 veka [Soulless: The Second Coming. Sergei Minayev. The Soulless of the 21st Century]. Ural, 2016, no. 4, pp. 72–74.
2. Barthes R. Le système de la mode. Paris, 1967 (Russ. ed.: Bart R. Sistema mody. Stat’i po semiotike kul’tury. Moscow, 2003. 512 p.).
3. Ezhova E.N. K voprosu o semanticheskoy organizatsii reklamnogo teksta [On the Semantic Organization of the Advertising Text]. Anis’kina N.V., Ukhova L.V. (eds.). Aktivnye protsessy v sotsial’noy i massovoy kommunikatsii [Active Processes in Social and Mass Communication]. Yaroslavl, 2014, pp. 7–21.
4. Kirillova N.B. Mediakul’tura: ot moderna k postmodernu [Media Culture: From Modernism to Postmodernism]. Moscow, 2006. 448 p.
5. Klushina N.I. Mediastil’ i ego intentsional’no-narrativnaya struktura [Media Style and Its Intentional and Narrative Structure]. Stylistyka, 2015, no. 24, pp. 101–112.
6. Polonskiy A. Media – diskurs – kontsept: opyt problemnogo osmysleniya [Media – Discourse – Concept: Experience of Problem Analysis]. Sovremennyy diskurs-analiz, 2012, no. 6. Available at: http://discourseanalysis.org/ ada6/st43.shtml (accessed 10 February 2017).
7. Shteynman M. FAQ: Vzaimodeystvie reklamy i literatury. 7 faktov o kommunikatsiyakh vysokoy i massovoy kul’tur v sovremennom mire [FAQ: Interaction Between Advertising and Literature. 7 Facts About Communication Between High and Mass Cultures in the Modern World]. Postnauka, October 2013. Available at: https://postnauka.ru/ faq/18852 (accessed 11 February 2017).
8. Baudrillard J. Le système des objets. Gallimard, 1991 (Russ. ed.: Bodriyyar Zh. Sistema veshchey. Moscow, 2001. 218 p.).
9. Schlenker B.R., Weigold M.F. Interpersonal Processes Involving Regulation and Management. Annu. Rev. Psychol., 1992, vol. 43, pp. 133–169.
10. Matheson D. Media Discourses: Analysing Media Texts. Open University Press, 2005 (Russ. ed.: Matison D. Media-diskurs: analiz media-tekstov: issledovaniya media i kul’tury. Kharkov, 2013. 264 p.).