ARCHETYPES AND SYMBOLS AS SEMANTIC COMPONENTS OF ADVERTISEMENT IN UZBEKISTAN
DOI:
https://doi.org/10.37547/ssa-V3-I4-2Keywords:
sense, culture, advertisingAbstract
This article considers advertising as a phenomenon of culture, whose specific feature is to form sense. The author regards symbols and archetypes as the main way to realize cultural meanings of advertisement. The article explores the connection between the concepts of “meaning” and “culture”, and provides information about the basic psychological archetypes. Also, the main group of symbols often used in modern advertising is discussed in detail.
The author pays special attention to the study of specific uses of universal and ethno-cultural archetypes in outdoor advertising in Uzbekistan.
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Leontiev D. A. Psychology of meaning: the nature, structure and dynamics of reality of the sense. Moscow, 2007. – P. 410.
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Copyright (c) 2023 SAKINA ISMAILDJANOVNA MUKHAMEDJANOVA
This work is licensed under a Creative Commons Attribution 4.0 International License.
