Abstract
The paper aims to reveal similarity of L. Althusser’s and R. Barthes’s interpretations of the notion “ideology”. The author shows how R. Barthes’s analysis of advertising images correlates with L. Althusser’s conception of ideology, identifies similarity of the philosophers’ views on ideology, justifies reasonability of using the semiological analysis method to identify the image ideological content. Scientific originality of the study involves a comprehensive analysis of Althusser’s philosophical methodology. As a result, it is proved that semiological analysis makes it possible to reveal ideological content of an artwork.
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