Psychological Aspects of Advertising Image
A. V. Ovrutskiy
The paper is concerned with psychological content of the «advertising image» notion. Its functions are defined. Brand is considered as a specific advertising image, specific semiotic system. Three elements – syntax, semantics, and pragmatics – are identified and considered within the framework of this semiotic system. Examples of brand social positioning according to such scales as «gender», «political preferences», and «social values» are given.
advertising image, advertising image functions, brand, brand syntax, brand semantics, brand pragmatics, social positioning, commodification, gender, political preferences, social values