| Abstract [eng] |
Semiotic analysis of Intercultural context of the interactive banners The master‘s thesis – differences of cultural context and cultural consciousness determines meanings of the advertising texts. So, the aim of this work is to find out (with reference to semiotical attitudes) how cultural context and cultural consciousness determines meanings of internet banners. Work tasks are: to dispute the main types of interactive banners; to ascertain influence of cultural consciuosness to the meaning‘s perception process; to discuss digital text apprehension opportunities; to evaluate text analysis methods with reference to semiotical attitudes; to accomplish semiotic analysis of international trademark‘s interactive banners. The work consists of four theoretical components, research and share findings. In the first part types of interactive advertising banners are discussed, the classification of them are offered in accordance with the campaign goal. In the second part value of interactive advertising banners perception process is specified. It is confirmed that cultural awareness and cultural context leads connotative meanings and signs which have possibility to be modified in the intercultural context. The third part deals with digital texts perception process, text layout complexity and hypertext as possibility for interactive banners to read. As the new text structure appearing in the digital space, new perception model is required as well. In the fourth - methods of advertising texts and semiotic perspectives are discussed. Moreover, structural analysis as method of the content is excluded, hpertextual media studies are actualized. The exploratory work in interactive advertising banners provides structural semiotic analysis and content analysis of material collected during the investigation. Obtained information and structured results are presented by charts and tables. Work is completed by the theoretical study and results of the research are received at the end of consideration of the findings. In order to achieve the objectives such as research methodology is stated: search of scientific publications and articles, collection and comparative analysis of the narrative; print contents of the Internet analysis; Structural analysis of the content of interactive banners. This work is relevant because semiotic analysis of cultural aspect of the digital texts, particulary in advertising, is rather rare phenomenon. So, labor issues and the knowledge of the investigation level shows novelty of this research. For this reason, it is expected that theoreticaly work will be useful for businesses, advertising agencies and advertising panels for developers, as well as for marketing and advertising discipline’s teachers and students. |
