title: Mikhail Bakhtin’s chronotope: signs of time and space in advertising from the point of view of semiotics
metadata.name: dc.contributor.author
metadata.value: Kaftandjiev, Christo N.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Ukhova, Larisa V.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2019-05-29T09:44:14Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2019-05-29T09:44:14Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2018-12
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Kaftandjiev, Сh. N., Ukhova, L. V. (2018). Mikhail Bakhtin’s chronotope: signs of time and space in advertising from the point of view of semiotics. Media Linguistics, 5 (4), 494–520.
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: 10.21638/spbu22.2018.409
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/15581
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: The topic of this article is the concept “chronotope”, created by the great Mikhail Bakhtin, and
  its use in advertising. This notion is one of the most important in the theory of literature. It
  also helps a lot of other sciences — theory of communication, applied psychology, psychoanalysis,
  theory of theatre and cinema, and particularly advertising, other marketing communications
  and marketing transmedia. The analysis of this concept is done from the standpoint
  of semiotics and its four parts — alphabetics, semantics, syntactics and pragmatics. The following
  chronotopes — Female and Male; Ordinary and Mythological; Central and Peripheral;
  Ordinary and Elevated; “Raw” and “Cooked” chronotopes — are examined in the first part of
  the article. The chronotopes are studied from the standpoints of semantic field and metaphors
  in the second part — semantics of chronotopes. The third part examines chronotopes as part
  of syntactics. The different chronotopes’ links (in the text; between the text and the context;
  and between the formal and content aspects of texts) are analyzed here. The theory of ad appeals
  and chronotopes is the topic in the fourth part of the article — pragmatics of chronotopes.
  The theory of ad appeals (the main psychological drive (motif) for the customers) is
  integral part of pragmatics. The reason is that the commodity (product) is one and the same,
  but the different consumers (women, men, with different attitudes, with different education,
  from different cultures — Russians, French, etc.) are attracted (appealed) to goods because
  of various emotional and rational reasons. That is why the admen communicate the goods in
  different ways for the numerous consumer groups and the ad specialists use dissimilar signs
  accordingly. Due to the volume of the article, only a small part of the big (huge) potential of
  this universal concept for advertising theory and practice is analysed here.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: en
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Media Linguistics;Volume 5, no. 4
metadata.lang: -
metadata.name: dc.subject
metadata.value: chronotopе
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: semiotics
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: semantics
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: syntactics
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: pragmatics
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Mikhail Bakhtin’s chronotope: signs of time and space in advertising from the point of view of semiotics
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 09-Kaftandjiev.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/15581/1/09-Kaftandjiev.pdf
resources.format: Adobe PDF
resources.size: 15,85 MB