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The New Semiotics of Advertising in Italian and Russian Futurismстатья
- Автор: Sokolova O.
- Журнал: International Yearbook of Futurism Studies
- Номер: 9
- Год издания: 2019
- Издательство: De Gruyter open
- Местоположение издательства: Warsaw
- Первая страница: 188
- Последняя страница: 213
- DOI: 10.1515/9783110646238-007
- Аннотация: This essay analyses the features of a new semiotic system and of anew language in advertisement and political texts issued by Italian and RussianFuturists. My semiotic approach reveals the avant-garde’s intention to ‘destroy’the sign and to undermine the traditional relationship between the signified andthe signifier, as well as the avant-garde’s tendency to reject symbolical representationin favour of iconical and indexical types of representation. The Futurists’special interest in advertising reflects their orientation towards overcoming theborder between art and reality, and to break down the delineations between asign and an object of reality. Commercial advertising, political agitation and revolutionarypropaganda offered Futurist artists an opportunity for creating new realities.This essay identifies the main features of ‘contamination’ as a form ofinteraction between avant-garde and advertising discourses, such as creating newhybrid genres and text forms. It examines how the Futurists applied avant-gardelinguistic tools, such as defamiliarization, neologisms and multimodality, to politicaland advertising discourses, and how they used avant-garde communicativestrategies in their advertising texts. Furthermore, this essay examines the use ofonomatopoeia and ‘telegraphic’ syntax as the iconical type of representation; itdiscusses the shift from iconical to indexical signification that can be found inadvertising posters. Thereby I show how hybrid texts and new multimodal mediaoperated with a combination of iconical and indexical modes of representation.
- Добавил в систему: Соколова Ольга Викторовна