CEU eTD Collection CULTURALLY SIGNIFICANT MEANINGS IN TELEVISION COMMERCIALSCULTURALLY SIGNIFICANT MEANINGS INTELEVISION Second György Reader: Professor Szönyi Endre Supervisor: Professor Marsha Siefert DURING THE PERIOD OFDURING PERIOD GLOBALIZATION THE AND TRANSITION THE SEMIOTICS OFTHE ADVERTISINGPOST IN In
partial fulfillment of the requirements for fulfillmentof the thedegreepartial of Central European University Alexander Minbaev History Department Budapest, Hungary
Master of Arts Submitted to Submitted
2013 By
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CEU eTD Collection hss oue on focuses Thesis Commercials their within historical areanalyzed context of analysis the Using presupposes approach. semiotics semiotic adopting commercials television examines thesis the so do to post in meanings significant televisculturally using identity national Russian how of question research a answer to aims thesis This Abstract within theirwithin historical context signs post of frame the within field consu potential to appeal values, and beliefs to shared of exploitations applied post were Russian methods of development different the advertising, within period time particular a on Depending appealing which of each studies, case Russianness using specific techniques, advertising a thuscomprising uniquestyleof Russian as examined are and history Russian socialist identity. folk through sc a binary as such ,
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CEU eTD Collection research. hi for History of Department the from Szönyi research my and History Si Marsha Professor supervisor, my to grateful am I thesis. this completing and doing in me helped who people those all to gratitude my extend to like would I Acknowledgements research. my discussed I whom with mentors, and colleagues friends, my all to grateful very am I Finally, remarks topic. onmy spec with Sofia in Studies Semiotic addition In instructor forwith writing helping me and thepaper. improving had. we discussions the for and thesis my in interest his for Anthropology Social and Sociology of Department the
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Besides, I would also like to thank Professor Daniel Professor thank to like also would I Besides,
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György Endre Endre György e CEU eTD Collection Advertis inadvertising Narratives signs of system a as Advertisement HISTORY CHAPTER ONE. SEMIOTI INTRODUCTION List of films and commercials analyzed filmscommercials and Listof sources Internet Listof BIBLIOGRAPHY CONCLUSION search a In brands. beer Russian differentiated Culturally Coca of “Russification” AFTER 1998 CHA of 1995 project TheRussian 1992 d “We PROJECT) CASE STUDIE ADVERTISIN 1990S THE CHAPTER USE THE TWO. Beer commercials and Russian masculinity Russian commercials and Beer commercials beer Russian elementsin folkloric Nostalgicand - 1994 MMM advertising campaign advertising 1994 MMM PTER TELEVIS THREE. o have sex, we don’t have commercials”. Late Soviet and early post early and Soviet Late havecommercials”. don’t sex,we have o Table ofContents
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CEU eTD Collection Figure 2.3 Figure 2.2 Figure 2.1 Figure Chapter Two 1.2 Figure 1.1 Figure Chapter One Figure 3.6 Figure 3.5 Figure 3.4 Figure 3.3 Figure 3.2 Figure 3.1 Figure Chapter Three 2.9 Figure 2.8 Figure 2.7 Figure 2.6 Figure 2. Figure 2.4 Figure List of illustrations 5
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Liz McFall, GillianDyer, Williamson, Judith Differentiation”, Cultural Advertisingand Television Russian the Nation: to “Drinking JeremyMorris, Sabonis Theresa Marketi The And MMM “PublicOfferings: Borenstein, Eliot Zassoursky, Ivan Omelchenko, Elena HilaryPilkington EllenMickiewicz, Beumers, Birgit Hanson, Philipp
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bo wih opie te ae o fu countri four of cases the comprises which book a Advertising. A Cultural Economy Cultural A Advertising. , 21
Advertising as Communication as Advertising thus forming the field of study. Among the most influential are studiesfrom field influentialthe Amonglate ofstudy. themost thus forming theare Zassourskii , - Pop Culture Russia: Media, Arts, and Lifestyle Arts,and Media, Russia: Culture Pop Advertising and Socialism and Advertising Chafee, “Communism As Kitsch: Soviet Symbols in Post in SovietSymbols As Kitsch: “Communism Chafee, Reconstructing Russia: Media and PowerPost and in Media Russia: Reconstructing et al et Changing Channels: Television and the Str and Television Channels: Changing Decoding Advertisements. Ideolo Advertisements. Decoding Reklama Ro v Reklama
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Looking West? Cultural Globalisation and Russian Youth Cultures Youth Russian and West? Globalisation Cultural Looking
23 22 ,
Theresa Sabonis ssii s at f broa a of part as (Advertising in Russia) (Ekaterinburg, University of Ekaterinburg Press, Press, ofEkaterinburg (Ekaterinburg, University Russia) in (Advertising -
76. the
, (London: Macmillan, 1974). (London: Macmillan, ,
, (London:1982). Routledge, ,
particular (London: Sage Publications, 2004). Publications, (London: Sage 26 . Advertising in the post the in Advertising .
and Gillian Dyer. Gillian and - gy and Meaning in Advertising in and Meaning gy Chafee the ing Russia,362 ing 6 e fed f td, uh s ot clue mass culture, youth as such study, of field der
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the the ng Of Melodrama” in in Ofng Melodrama” 24 uggle for Power in Russia in Power for uggle -
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socialist Russian advertising from from advertising Russian socialist on history, but not forgettingaboutnot history,but on
More recent scholars such as Liz as such scholars recent More 18 - eeiin omril, y suc by commercials, television Soviet Society” in SovietSociety”
- s te oit no, Poland, Union, Soviet the es, , socialist Russia was examined was Russia socialist Perestroika Perestroika Mickiewicz
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(Oxford, Oxford (Oxford,
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Different advertising media presuppose different approaches to study them, e.g. narrative analysis whichI‟m analysis narrative e.g. them, study to different approaches presuppose media Different advertising GillianDy 9. Ibid, 9. Ibid, ployment of culturally significant meanings and appeal to Russian character of the products products the of character Russian to appeal and meanings significant culturally of ployment positi After adverti analyze to approach an as semiotics apply to plan I thesis the In
er, er, Advertising as Communication as Advertising oning semiotics within the studying of advertising, the following step to be be to step following the advertising, of studying the within semiotics oning
Exploiting semiotics as a tool presupposes the fact that the the that fact the presupposes tool a as semiotics Exploiting
, (London: Routledge, 1982), 86. (London:1982), Routledge, , ill be applied to the study of television commercials of study television tothe applied be ill 7
29
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32 an as , the - CEU eTD Collection Initially, the Initially, meaning” two of systems” sign and sign as ads “[Russian] into identity national ofsigns a system as Advertisement on the juxtaposition between celebrity‟s image, signifying any particular virtue or value shared by particular any shared value or virtue particular any signifying image, celebrity‟s between theon juxtaposition Cathe knowwho those for only makessense the advertisement Thus system). (referent ofsigns system advertisement, actual than another, from however, taken, glamour, whofor signifier is the Deneuve, Catherine linkbetween assumed istherean as print 39 1993(1978) 38 37 36 35 34 33 is face celebrity‟s is glamour whereas glamour, with associated celebrity a of images the through perfume of example advertisement and product between link a creating thus with, associated is sound or image word, very this features the about community signifiers advertising and concept results inmeaning (sign)” ( concept a with associated is pattern sound s a heard, is waves sound of
See Williamson and her example of Catherine Deneuve‟s face and the Chanel bottle placed together on thetogetheron placed bottle the and Chanel face Deneuve‟s ofCatherine example her and Williamson See Williamson, Judith music colours, a famouspeople, of example use For Spivey, Nancy 118. Ibid, 118. Ibid, GillianDyer, signified
elements comprise a sign, when elements a comprise bringing as thesis the in argued is what of descriptors theoretical major the on Focusing Appl 34 , , 25.
hl the while
ying the approach from the field of one system of signs of system one of field the from approach the ying – and and signifier signifier Communication as Advertising
it is worth mentioning that words, images, and sounds can play a role of of role a play can sounds and images, words, that mentioning worth is it The Constructivist Metaphor, Constructivist The signifier signified signified Decoding Advertisements. Ideology and Meaning in Advertising in and Meaning Ideology Advertisements. Decoding rine Deneuve as a glamorous celebrity. The advertising strategy of using celebrities is based is based celebrities using of strategy advertising The celebrity. glamorous as a rineDeneuve a
signifier which “has no particular significance” particular no “has which signified was determined by Saussure as an as Saussure by determined was , firstly introduced by the Swiss linguist Ferdinand de Saussure. These These Saussure. de Ferdinand linguist Swiss the by introduced firstly , is an “actual concept or meaning which the the which meaning or concept “actual an is ound pattern ( pattern ound 39
Smlry te Rsines o a rdc o srie ih be might service or product a of “Russianness” the Similarly, . s h priua cletvl sae ble ata i actual belief shared collectively particular the is signifier signifier 36 , (London: Routledge, 1982), 117. (London:1982), Routledge, ,
(San Diego: Academic Press, 1997), 100. 1997), Press, Academic (SanDiego:
while applying tothe systemoflanguage. 37 signifier Jdt Wlimo epan ti apoc wt an with approach this explains Williamson Judith . signified nd tones in advertising. in advertising. tones nd is a “materialis a 8
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CEU eTD Collection T the on influence their influenc the Moreover, advertisements. and globalization and transition as processes such on focus will I advertising, in meanings significant culturallyis thesis this of matter subject goods, consumer distinction if differently 48. 1991), Press, University (Oxford Siefert by Marsha 57 economics market new of emergence Alexa in Stabilization 56 ofPepsi with furtherintroduction 1959 in Moscow 55 cap over prevalence socialist of idea ubiquitous the to conform to trying rather was trade” of “driver being of instead in advertising that fact the as well as advertising 1920s and revolutionary advertising sphere” economic the in relations market of development the and life Soviet in pluralism ideological and political of a from changing is precisely more economy, “alien”) it versus “ours” “rational”, versus “emotional” e.g. products, of character national the stressing bina
hus, in this respect, the term of globalization of term the respect, this in hus, for Union, in Soviet occurred globalization ofcommodity Someelements Edgar Edgar Svetlana Kolesnik, Advertising and Cultural Politics in Politics Cultural Advertisingand Kolesnik, Svetlana
perspective of bringing in bringing of perspective ry oppositions (Saussurean binaries, firstly applied to language are especially salient in in salient especially are language to applied firstly binaries, (Saussurean oppositions ry The term “transition” term The Feige, The Transition to a Market Economy in Russia: Property Rights, Mass Privatization and and Privatization Mass PropertyRights, Russia: EconomyMarket in a to Transition Feige,The
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Jeremy Morris, “Drinking to the Nation: Russian Television Advertising and Cultural Differentiation”, Differentiation”, Cultural Advertisingand Television Russian the Nation: to “Drinking JeremyMorris, from the song a “Magicoaks”, song; named Sun” star “The Tsoy‟s, “the Sail”;V. and “Borodino” Lermontov‟s s t a pitd u b bt Mri ad Ma and Morris both by out pointed was it As Besides n (both and , Vol. 59, No. 8 (Taylor and Francis Ltd, 2007), 1400 Ltd,2007), Francis (Taylorand No. 8 59, Vol. , rategy was used by another beer brand, brand, beer another by used was rategy
the portray
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specially literature and cinema, and literature specially (“Together We are Power”), Power”), are We (“Together 43
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Jeremy Morris, “Drinking to the Nation: Russian Television Advertising and Cultural Differentiation”, Differentiation”, Cultural Advertisingand Television Russian the Nation: to “Drinking JeremyMorris,
, Vol. 59, No. 8 (Taylor and Francis Ltd, 2007), 1387 Ltd,2007), Francis (Taylorand No. 8 59, Vol. ,
for Russianness which were only slightly analyzed by Morris, e.g. Russian Russian e.g. Morris, by analyzed slightly only were which Russianness for
Paying due homage to Jeremy Morris‟s 2007 study on contemporary Russian beer Russian contemporary on study 2007 Morris‟s Jeremy to homage due Paying 127 , hs at f h catr nagd h f the enlarged chapter the of part this
46
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were helpful for helpful were certain
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