| Abstract [eng] |
The theme of this work – promotion and self promotion strategies between contemporary Lithuanian writers (Marcelius Martinaitis, Zita Cepaite, Jurga Ivanauskaite, Vytautas V. Landbergis, Sigitas Parulskis). On purpose to reveal the processes of (self)promotion, the name of the writer is studied as a brand. When studying the name of the writer as a brand, I make reference to the definition of four vectors from the Wally Olins book “On brand” (2003), where he introduces the component parts of a well–proportioned brand – product, environment, behavior and communication. Olins only roughly introduces pecularities of brand and doesn’t suggest exploratory methods of brand, which could be helpful to the theme of this work, that’s why the narratology theory of Gerard Genette about paratext („Paratexts: Thresholds of Interpretation“, 2001) was invoked, it helps to analyse with precision each element of a book. Analysis of peritexts (everything in the book – format, cover, content etc.) helped to study the image of an creative product (book); analysis of epitexts (everything about the book – publicity, public appearances of an author, interview, critique, unliterary products of a writer etc.) helped to detect the image which writer as a brand creates. The material of study is verbal (gutter– press, cultural publications, web pages etc.) and visual (television and the other mass means of communication). |
