| Keywords [eng] |
Critical Discourse Studies, street advertising, urban spaces, social identity, Jungian archetypes, framing analysis, advertising discourse, kritinė diskurso analizė, lauko reklama, socialinis identitetas, Jungo archetipų sistema, rėmų analizė, reklamos diskursas |
| Abstract [eng] |
Street advertising reflects the cultural, economic, and political landscape of the city and affects issues of power distribution, social identity and societal cohesion. During the analysis of street advertising, the aim is to analyse the complexity of social identity formation and expression in the environment of the modern modern city. Thus, this study aims to identify and analyze the prevailing symbolic features of consumer identity in Vilnius street advertising, which is presented in four areas of the city of Vilnius - Senamiestis, Naujamiestis, Fabijoniškės and Baltupiai districts. A qualitative study of street advertising was conducted using Critical Discourse Analysis, focusing on the meaning construction of consumer identity and social status. Analyzing the recurring features of the thematic aspects, the social environment of Vilnius, where the ideological foundations are manifested, was evaluated taking into account Jung's (1919) archetypes. In order to achieve the goal of the analysis, the following research questions were formulated: how is consumer identity thematically contextualised through street advertising? How do the recurrent themes correlate with Jungian system of archetypes? What are the prevalent ideological features of social identity? Is the social identity in advertising space-related? In total, 291 advertisements were collected during the selection of research material. All advertisements collected were coded according to thematic and framing analysis, applying aspects of Critical Discourse Analysis. During the analysis, three main themes of the linguistic discourse of the collected advertisements emerged - competitiveness, emotions and quantification. It can be said that advertisers usually try to attract people who rely on logical decisions (such as the archetypes of the Sage or the Ruler) or are touched by empathic feelings (the archetypes of the Caregiver or the Innocent). It was observed that advertisements with a predominately emotional theme are presented more often in residential areas, while advertisements based on competitive aspects are mostly found in the central areas of the city. Advertisements that are created for a younger audience use less text, while more linguistic information is presented in the advertisements, which are aimed at seniors. Summing up, it was found that advertisers shape the Vilnius city cunsumer as a logical, empathetic, and intelligent person who is able to create financial and physical security, strives to be a good citizen, tries to keep up with the latest trends, and always looks for the best offers. In the continuation of research on this topic, it would be useful to apply psychological analysis methods, which can be used to study the cognitive and emotional reactions that are influenced by street advertising. |
