The semantic core of perfume advertising is examined in the article. The author suggests a methodology for analysing the semantics of an advertisement based on the extracting actants and dividing the whole content of the advertisement into semantic models and individual meanings. The author hypothesises that the revealed semantic structure is relevant to any perfume advertisement. This assumption is verified in the experiment involving Russian-speaking and French-speaking informants. The experiment confirms the hypothesis of the existence of invariant meanings in advertising.
association experiment method, brand-mapping method.
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