| Popis: |
The article examines the modern advertising and information space and the peculiarities of the produc-tion of military images in it. It is shown that they are a component of advertising myth-making, because in the process of symbolic exchange they carry their own unique associative semantic load, which consists in the ex-pression of courage, a sense of security. Military images are used in the production of mythologems "we are strong – they are afraid of us", "invisible in work, but always reliable", "army – strength", "invincibility of the army", "continuation of the traditions of the victorious army". The peculiarities of machismo as a specific way of depicting the image of the military are revealed. Important in symbolic production is the visualization of images of military in uniform, images of military signs, symbols. In periods of passionary explosions, images of the military in the media are markers of national identity. Military images are also used in social advertising to affirm in the mass consciousness faith in one's army, a sense of security and safety. Attention is also drawn to sexist advertisements such as "military" is a "real man's job". |
