| Abstract [eng] |
The article analyses advertising poetics of two kinds of coffee: Jacobs and Lavazza. Fifteen examples were analysed, they are presented in fi gures illustrating the article. Evaluation of advertising as a mass communication product is often associated with negative attitude towards advertising and advertised products. Everything what is mass, i.e. messages to the masses are understood as the opposition of elite culture, mass culture is considered to be levelling individual tastes, trivializing culture. At fi rst glance it would seem that excess thinking, explicated (applied to the masses) and limited (of small, poorer repertoire) codes are characteristic of advertising. However, aesthetic codes are important for advertising, especially if we read it applying artistic values. The aim of the article is to reveal the poetic features of coffee advertisements highlighting the artistic and aesthetic dimensions. Asking if the impact of advertising is only social, or if it contains culturalaesthetic dimension as well, polyphony and complexity, aesthetic richness of advertising discourse is highlighted. This is due to communicative viewing, the poetic analysis of visual (dominant element) and linguistic elements. Lavazza calendar phenomenon is discussed. The strategy of Jacobs coffee is based on authorities, it uses the well-known names and faces of art people in Lithuania, star rhetoric is important for Lavazza advertising, its campaigns are of particular funds. The delights of Lavazza coffee in advertising are revealed more widely, resourcefully, polyphonically. This is not only the delight to communicate, this is also the delight to travel, to prank, to celebrate, to enjoy national cuisine, to enjoy erotic, sexual, love pleasures, to enjoy the arts and so on. Coffee advertising is mainly talking about the pleasures that can be experienced by drinking coffee. That is, coffee is always presented as the source of delights, amusements, and happiness. [...]. |
