May 2015, № 5 (180)

Epifanova A.G. DESIGN IN ACTUAL ADVERTISING DISCOURSE: SOCIOCULTURAL SENSES AND FUNCTIONSAs an integral part of contemporary visual culture, current promotional product has a high content, targeting the mass consumer and extreme emotional intensity. The authors set the goal to show how design, are closely related to modern advertising market, it allows a person to identify themselves with a certain cultural space through visual images, emotions. The authors argue that the advertising of XXI Century provides not only relaying achievements of culture, but also is an integral part of the process of socialization of the modern individual. In terms of artistic communication, today's advertising creates a visual model through new ideological methods and mechanisms of visualization. Analyzing the visual culture, the authors show that it largely determines the direction of consumer choice, which entails a clear division between those products that are due to a successful and effective advertising will buy, and subsequently, to discuss a particular discursive field, and those that go unnoticed due to falling advertising inaccurate manner in accordance discursive field. Further, in the light of the classification of the perception of art, created by P. Sobolev identified backbone function design — to create functionally convenient, beautiful and necessary consumer goods and communicative, semiotic and created by man functions. In conclusion, it argues that today, creating promotional product, we can not consider it as a product specially designed for the designer of the project, but as a means of advertising design generated a significant socio-cultural message, the text is both a product and a creative and professional activity of the modern cultural process, and the mechanism of adaptation allows a person to identify themselves with a certain cultural space through a visual image, image, emotion, determine the meaning and content of the message.Key words: design, advertising discourse, socio-cultural space, visual culture, product advertising.

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Year: 2015

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Sergey Aleksandrovich
MIROSHNIKOV

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