Reklaam kui sotsiokultuuriline kommunikatsioon
Date
2002
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Tartu Ülikool
Abstract
Description
The aim of the MA thesis ‘Advertising As Sociocultural Communication’ is to provide
an introductory overview of cultural studies approach to advertising and analysing
advertising texts. Traditional Western marxist approach to advertising that was
dominant till the middle of the 1990s treated it mainly as an ever-effective ideological
force that manipulated people. Cultural studies has introduced the notion of an active
reader and opened up the horizon for studying not only the reading and consumption
practices of people, but also the practices of text production. The first chapter of the
thesis compares advertising as marketing communication and advertising as
sociocultural communication and introduces the concepts of representation, text,
meaning and the semiotic approach to communication. The second chapter provides an
overview of traditional marxist approach to advertising analysis on the axis of culture-
advertising-power, introducing the ideas Karl Marx, Claude Lévi-Strauss, Louis
Althusser, turning then to the ideas of Michel Foucault and Antonio Gramsci, which
allow new positions in approaching the relation of advertising and power. An overview
of British cultural studies and of the basic points and principles contemporary cultural
studies is provided in the end of the second chapter. The third chapter offers a map for
studying advertising as sociocultural communication based on Norman Fairclough’s
framework for critical discourse analysis. The possible research questions are suggested
at three levels: text, discursive practices and sociocultural practices. Also, a brief
overview is given about the possible research methods. The fourth chapter focuses on advertising text and discusses the similarities and differences of semiotic and discursive
approach, provides the semiotic model of Roland Barthes, model of critical layout
analysis by Gunther Kress and Theo van Leeuwen and model of critical verbal
discourse analysis by Norman Fairclough. The final, fifth chapter provides a sample
analysis of an Estonian print ad with the models of analysis introduced in the fourth
chapter.
Keywords
H Social Sciences (General), magistritööd, reklaam, turunduskommunikatsioon, kultuurisotsioloogia, reklaamisotsioloogia, diskursusanalüüs, tekstianalüüs, sotsiolingvistika, interpretatsioon