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SOURCE:   Philology. Theory & Practice. Tambov: Gramota, 2013. № 9. Part 2. P. 71-74.
SCIENTIFIC AREA: Philological Sciences
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Gorelik Polina Leonidovna
South-Ural State Medical University

Abstract. The article analyzes the semantic structure of perfume advertising. The author suggests the methods for analyzing the semantics of advertising on the basis of separating advertising works actants with the subsequent division of advertising meaning on the semantic patterns and individual meanings. As the result of this technique application it becomes possible to research the semantics of advertising of any other goods, as well as to study the plan of advertising expression, using the semantic structure as a bearing point, that is, to study the transmission of specific meanings in the text and visual image of advertising.
Key words and phrases: семантика рекламы, рекламный образ, метод бренд-мэппинга, семантическое ядро рекламы, смысловая модель, semantics of advertising, advertising image, method of brand-mapping, semantic core of advertising, semantic pattern.
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