Children's Image As A Meaning-Forming Construct Of The Soviet Advertising Poster

Abstract

The image of a child in a soviet advertising poster is the key to interpreting social phenomena occurring in soviet society, a kind of “mirror” that reflects the objective reality of the past. The children depicted on the soviet advertising poster live according to the laws of the adult world: parents, teachers, peers, which expands the possibilities of interpreting the child's image. The image of a child on a Soviet poster allows you to implement the following functions: Patriotic, communicative, advertising, social, educational, motivating, propaganda function, thereby enhancing the impact potential of the advertising message. The subjects of soviet posters using the image of a child are diverse: political, patriotic, medical, dedicated to a healthy lifestyle, and propaganda posters that draw the image of an ideal child, highlighting the most striking features necessary for the ideological portrait of the younger generation. A child assistant who performs public tasks, helps parents, grandparents, and represents a positive image of a friend turned out to be a frequent participant in the study material. A rebel is a contradictory image that clearly indicates its position. The image of the defender is traditional, as the boy always protects the weak. The image of an excellent student supported the ideology and embodied the ideal features of the child. To enhance the impact of the advertising poster, children's images were supplemented with slogans that included a variety of speech figures: lexical, morphological, syntactic; proverbs, motivational, interrogative, exclamation sentences, and rhetorical questions.