THE LEADING PARADIGM OF TELEVISION ADVERTISING DIRECTION RESEARCH / ВЕДУЩИЕ ПАРАДИГМЫ ИССЛЕДОВАНИЯ РЕЖИССУРЫ ТЕЛЕВИЗИОННОЙ РЕКЛАМЫ

THE LEADING PARADIGM OF TELEVISION ADVERTISING DIRECTION RESEARCH / ВЕДУЩИЕ ПАРАДИГМЫ ИССЛЕДОВАНИЯ РЕЖИССУРЫ ТЕЛЕВИЗИОННОЙ РЕКЛАМЫ

The article presents the leading paradigm of television advertising direction research study: communicative, semiotic, aesthetic and cultural ones. Within the communicative paradigm there are being described the possibilities of television advertising through aesthetic-artistic image to simulate the...

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Bibliographic Details
Main Author: LITOVCHIN Y.M. / ЛИТОВЧИН Ю.М.
Format: Article
Language:English
Published: GITR Film & Television School 2016-09-01
Series:Наука телевидения
Subjects:
television advertising
screen arts
communicative paradigm
semiotic paradigm
aesthetic-cultural paradigm
телевизионная реклама
экранные искусства
коммуникативная парадигма
семиотическая парадигма
эстетико-культурологическая парадигма
Online Access:https://cyberleninka.ru/article/v/veduschie-paradigmy-issledovaniya-rezhissury-televizionnoy-reklamy
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https://cyberleninka.ru/article/v/veduschie-paradigmy-issledovaniya-rezhissury-televizionnoy-reklamy

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